Body Image Comparisons on Social Networking Sites and Chinese Female College Students’ Restrained Eating: The Roles of Body Shame, Body Appreciation, and Body Mass Index

Body image comparisons on social networking sites (SNS) have been found to be associated with disordered eating among western young women, however, the inner mechanism driving this association is largely unknown. Based on social comparison, sociocultural, and objectification theories, the present study aimed to investigate the association between body image comparisons on SNS and restrained eating, as well as the mediating role of body shame and the moderating roles of body appreciation and body mass index (BMI) among Chinese young adult women. A sample of 567 Chinese college women were recruited to complete a questionnaire assessing body image comparisons on SNS, body shame, body appreciation, restrained eating, and information about weight and height. Results showed that body image comparisons on SNS were positively associated with restrained eating and that body shame significantly mediated this association. Furthermore, body appreciation and BMI each moderated the association between body shame and restrained eating as well as the association between body image comparisons on SNS and restrained eating. These results not only have theoretical implications, but also provide guidance for prevention interventions targeting negative body image and disordered eating among college women.