# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## Research Design  
### Variables and Hypothesis  
(1) Variables  
There is only one dependent variable in this study: the user's willingness to accept information feed advertising. The independent variables include the factors that affect the user acceptance of information feed advertising. Since the characteristics of advertising and the related operations of advertising publishing platforms significantly impact the user acceptance of advertising, we define the variables from the related advertising attributes of information feed advertising and advertising publishing platforms. These factors include consistency, accuracy, informativeness, sociality, advertising reward, and perceived advertising clustering. The basis for the selection of these variables is detailed below:  
ConsistencyInformation feed advertising is an Internet display advertisement embedded in information streaming media platforms. Information feed advertising has characteristics consistent with social media platforms and context information. Previous research showed that the design of information feed advertising is compatible with the social media platform [15; 16], which weakens the interference to users' browsing or reading information. The consistency of information feed advertising positively impacts user perception of information processing fluency. The information processing fluency theory points out that people's perception of the difficulty of processing information affects their response to information, and believes that, when people perceive information with high fluency when processing information, it is easier to cause positive feedback from users [17]. AccuracyBased on big data, information feed advertising accurately depicts users, analyzes user behavior, accurately captures user needs, and realizes accurate delivery to users. With the development of information feed advertising, big data, and machine learning technology, it is possible to realize intelligent collaborative recommendation of information feed advertising and improve information feed advertising accuracy. In the modern era, with more and more advanced technologies, users are increasingly pursuing convenient operation and access to useful information to avoid being trapped in miscellaneous details. However, when users see that the pushed information feed advertisement matches their interests or needs, it saves users' efforts and time for searching. Therefore, the information feed advertising that meets the user's needs has won their initial recognition to browse or further accept advertisements. InformativenessInformativeness refers to the content of effective products or services provided by advertisements. Advertising information will directly affect users' cognition and understanding of products or services. The most basic advertising function is to provide users with the information content of products or services. [PERSON] pointed out that the primary reason to support advertising was that users could obtain effective advertising content from advertising [18]. Information feed advertising could further provide users with high-quality and exciting products or services. Thus, users can get greater harvest and satisfaction from the effectiveness of information seed advertising. SocialitySociality refers to the degree to which the computer media communication environment can promote social space's emergence by allowing social support [19]. Information feed advertising integrates the page interaction technology of social function, making users actively participate in the interaction with information feed advertising. Therefore, in the context of information feed advertising, users can click to view, like, and comment on information feed advertising. In addition, other users' participation behavior can be observed, which meets users' social needs, so it has the characteristics of sociality.