# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## 4 Data Analysis and Results
### SEM Analysis
\begin{table}
\begin{tabular}{c c c c c c c} \hline \hline
**Variable** & **Item** & **Factor Loading** & **Cronbach’s \(\mathbf{\alpha}\)** & **AVE** & **CR** \\ \hline \multirow{3}{*}{Consistency} & yz1 & 0.680 & & & & \\  & yz2 & 0.867 & 0.83 & 0.628 & 0.834 \\  & yz3 & 0.819 & & & & \\ \hline \multirow{3}{*}{Accuracy} & jz1 & 0.752 & & & & \\  & jz2 & 0.619 & 0.757 & 0.511 & 0.756 \\  & jz3 & 0.765 & & & & \\ \hline \multirow{3}{*}{Informativeness} & xx1 & 0.822 & & & & \\  & xx2 & 0.796 & 0.859 & 0.673 & 0.861 \\  & xx3 & 0.843 & & & & \\ \hline \multirow{3}{*}{Sociality} & sj1 & 0.851 & & & & \\  & sj2 & 0.845 & 0.879 & 0.738 & 0.894 \\  & sj3 & 0.880 & & & & \\ \hline \multirow{3}{*}{Advertising Reward} & j1 & 0.800 & & & & \\  & j12 & 0.840 & 0.851 & 0.656 & 0.851 \\  & j13 & 0.789 & & & & \\ \hline \multirow{3}{*}{Perceived Advertising Clustering} & qj1 & 0.821 & & & & \\  & qj2 & 0.833 & 0.816 & 0.604 & 0.819 \\  & qj3 & 0.666 & & & & \\ \hline \multirow{3}{*}{Acceptance Intention} & js1 & 0.806 & & & & \\  & js2 & 0.797 & 0.843 & 0.642 & 0.843 \\ \cline{1-1}  & js3 & 0.800 & & & & \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Reliability and convergence validity test. \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline  & **Consistency** & **Accuracy** & **Information** & **Sociality** & **Advertising** & **Perceived** & **Acceptance** \\  & & & & & **Keward** & **Clustering** & **Intention** \\ \hline Consistency & 0.792 & & & & & & \\ Accuracy & 0.474 & 0.715 & & & & \\ Informativeness & 0.421 & 0.703 & 0.820 & & & \\ Sociality & 0.382 & 0.585 & 0.633 & 0.786 & & \\ Advertising Reward & 0.374 & 0.525 & 0.420 & 0.402 & 0.859 & \\ Perceived Adverting & 0.005 & \(-\)0.029 & \(-\)0.119 & \(-\)0.016 & 0.143 & 0.777 \\ Clustering & & & & & \\ Acceptance Intention & 0.512 & 0.629 & 0.689 & 0.620 & 0.471 & \(-\)0.191 & 0.918 \\ \hline \hline \end{tabular}
\end{table} 
Table 3: Discriminant validity test. The SEM model measures the relationship between latent variables and latent variables. This paper uses AMOS 22.0 to verify the path coefficients among the research model's potential variables. The path between the coefficients is shown in Figure 1.  
As shown in Figure 1, consistency has a significant positive impact on users' willingness to accept information seed advertising (\(\beta=0.208\), \(p<0.01\)). Hypothesis H1 has been verified, which indicates that the higher the consistency between information feed advertising and social media, the higher the user's willingness to accept information feed advertising. Informativeness positively affects users' acceptance intention (\(\beta=0.365\), \(p<0.05\)), and hypothesis H3 has been verified, which indicates that information feed covers a wide information range. The more informative the content is, the higher the user's willingness to accept information feed advertising. Sociality has a significant positive impact on the user's acceptance intention (\(\beta=0.235\), \(p<0.01\)), assuming that H4 has been verified, which indicates that the higher the sociality of the information feed advertising, the higher the user's willingness to accept the information feed advertising. Advertising reward has a significant positive impact on the user's acceptance intention (\(\beta=0.171\), \(p<0.05\)). Thus, hypothesis H5 is verified, which indicates that the higher the reward level of information feed advertising, the higher the user's willingness to accept information feed advertising. Perceived advertising clustering has a significant negative impact on user's acceptance intention (\(\beta=-0.222\), \(p<0.001\)), and hypothesis H6 has been verified, which shows that the higher the user's perceived advertising clustering, the lower the user's willingness to accept information feed advertising. Accuracy is not significantly positive to influence the user's acceptance intention (\(\beta=0.062\), \(p>0.05\)), and hypothesis H2 has not been verified.