This study investigates the impact of Fitspiration on women’s body shame and sexual assertiveness. By integrating the tripartite influence model’s focus on media influence with self-objectification theory, we explore the mechanisms connecting Fitspiration consumption to female sexual autonomy. Specifically, we examine the mediating roles of perceived realism, ideal body internalization, appearance comparison, and body shame, as well as the moderating effect of social media usage habits. Data from 818 Chinese women were analyzed using partial least squares structural equation modeling. The results indicate that exposure to Fitspiration content increases perceived realism, which in turn influences ideal body internalization and appearance comparison, leading to heightened body shame and reduced sexual assertiveness. In addition, social media usage habits further shape the relationship between media exposure and perceived realism.
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