BackgroundWhile prior studies have established a close association between the use of social network sites (SNSs) and materialistic values, there is limited understanding of the mediating and moderating mechanisms related to important self-related processes, such as self-control and self-acceptance. This paper explores whether and how these factors play a role in comprehending online behavior. One could state that frequent SNS use may pose a risk of virtual addiction, may be related to decreased self-control capacity, and may increase attention to material information on SNS, thereby making it more likely that users affiliate with behaviors associated with materialistic values. In contrast, self-acceptance, as a stable self-process indicating a genuine alignment with one's true self and the ability to make decisions based on inner needs, may be related with reduced engagement in complex information on SNSs. Consequently, this could serve as a buffer against excessive SNS use and its potential associations with issues of self-control and materialistic values.MethodsA total of 706 Chinese college students were surveyed in a cross-sectional study. They completed self-report questionnaires including the WeChat use intensity scale, the Material Value Scale, the Trait Self-control Scale, and the Self-acceptance Questionnaire. A moderated mediation model was examined to test predictions.ResultsSNS use intensity was positively associated with materialistic values, and self-control partially mediated this association. That is, higher intensity SNS users are more likely lower in self-control, which relates to stronger materialistic values. In addition, the indirect effect through self-control was moderated by self-acceptance, such that this indirect effect was significant only for individuals with low levels of self-acceptance.ConclusionsThis study reveals that self-acceptance may be a protective factor that helps to mitigate excessive SNS use and its potential effects on self-control and materialistic values. It further suggests that psychological interventions targeting the enhancement of self-acceptance and self-control could hold promise in alleviating the negative association between SNS use and materialistic values.