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Through beautification technology use (BTU), people can retouch and modify their virtual appearance. Studies of the effect of BTU on appearance anxiety (AA) report contradictory findings, and the influence mechanism remains unclear. This article applies a technology adoption perspective to further investigate. Study 1 employs an experimental method to explore whether BTU predicts an increase in state AA, using data from college students (N = 64). Study 2 (N = 251) and Study 3 (N = 491) then use quota sampling and online surveys of beautification technology users to test the curvilinear relationship between BTU and trait AA. Study 3 further explores the latent mechanisms. The findings showed that: (1) BTU predicted an increase in state AA and had a U-shaped effect on trait AA. (2) Underlying the U-shaped relationship were a series of inconsistent mediating effects: body surveillance was a positive mediator whereas perceived control (intrinsic motivation) and positive social feedback (extrinsic motivation) were negative mediators. (3) In combination, the linear positive effect and two curvilinear negative effects with diminishing returns explain the U-shape, with AA lowest for relatively moderate BTU. The inconsistent mediation model provides interpretational clarity on why people depend on and indulge in BTU and how this influences AA.
Lian et al. (Mon,) studied this question.