# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## 1 Introduction  
In the era of mobile Internet, the needs of users are more and more diversified and personalized. Driven by technology, the entire media ecology has entered the era of mobile media, and significant changes have taken place in content distribution, presentation, and advertising forms [1]. In this context, enterprises' traditional robust persuasive advertising communication paradigm cannot attract more users. Information feed advertising is an Internet display advertisement embedded in the information of social-media platforms. It can display advertisements one by one according to the platforms' presentation mode and support interactive user participation [2]. According to a recent report [3], the scale of China's mobile advertising market is expected to exceed 400 billion yuan in 2020. Information feed advertising will become the primary mode of mobile advertising, relying on accurate communication and a high conversion rate. In addition, the pursuit of more scientific and precise delivery of information feed advertising can bring new mobile marketing opportunities. With the gradual commercialization of 5 g communication in China, the information feed advertising based on a mobile short video will develop more rapidly. Under these development trends, adapting to the information feed advertising mode and how to carry out information feed advertising and marketing effectively have become new problems to be solved. At present, there is some research on information feed advertising. Some scholars believe that information feed advertising has adverse effects in practice, such as the lack of advertising avoidance and persuasion, and whether such ads can provide users with useful information [4; 5]. These are the key reasons for determining whether users accept information feed advertising. The application effect of information feed advertising ultimately depends on the acceptance of users. As a new marketing mode on the mobile commerce platform, information feed advertising also attaches great importance to information feed advertising's marketing promotion at such a rapid development stage [6]. Therefore, effectively using resources to make users better accept the information feed advertising has become an urgent problem to be studied. Specifically, there are three main problems in the adoption of information feed advertising:  
1. What factors will affect users' willingness to accept information feed advertising? 2. Are these factors positive or negative for the user acceptance of information feed advertising? 3. How can the combination of these factors affect the user's willingness to accept information feed advertising? At present, the domestic and foreign research on the user acceptance of information feed advertising focuses on analyzing relevant influencing factors from the users' perspective, but there are still some limitations. On the one hand, the current research mainly focuses on analyzing which influencing factors are positive promotion or negative inhibition. Most researchers only observe the influence of independent elements; on the other hand, the traditional data analysis methods mostly use linear regression to study the average effect of various influencing factors on a specific cumulative behavior or result. Generally speaking, there is a lack of an overall analysis perspective. This paper focuses on the configuration of different combinations of conditional variables and the combined analysis of the influencing factors of users' willingness to accept information feed advertising. This paper studies the influence of single or multiple factors and explores how the combination of influencing factors of users' willingness to accept information feed advertising affects the user acceptance of information feed advertising. Briefly, we make the following contributions in this paper:  
1.