# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## 4 Data Analysis and Results  
### SEM Analysis  
(1) Reliability and validity test  
In the SEM analysis, the measurement reliability of the variables needs to be measured by three indicators, including Cronbach's \(\alpha\) coefficient, combination reliability value (CR), and average extracted \begin{table}
\begin{tabular}{c c c} \hline \hline
**Variable** & **Question** & **Source** \\ \hline \multirow{6}{*}{Accuracy} & JZ1: I think the content of information feed & \\  & advertisement and push is more consistent with the & \\  & reading content I have been browsing or browsing & \\  & in the past & \\ \cline{2-3}  & JZ2: I feel that the information feed advertisement & \\  & has pushed me the information that meets my needs & \\  & in a more appropriate period & \\  & JZ3: I think information feed advertising provides & \\  & information about products or services that I am & \\  & currently or in the past interested in & \\ \hline \multirow{6}{*}{Informativeness} & XX1: Information feed advertising enables me to & \\  & access product and service information easily. & \\ \cline{2-3}  & XX2: Information feed advertising is a valuable & \\  & source of information about products and services & \\ \cline{2-3}  & XX3: Information feed advertising can help me to & \\  & understand the latest information of products & \\  & and services & \\ \hline \multirow{6}{*}{Sociality} & SJ1: Information feed advertising allows me to & \\  & interact with other people in real-time and interesting & \\  & ways & \\ \cline{2-3}  & SJ2: Information feed advertising helps me interact & \\  & with others & \\ \cline{2-3}  & SJ3: In general, I think information feed advertising & \\  & can much promote social interaction & \\ \hline \multirow{6}{*}{Advertising reward} & JL1: If I can take part in the lottery and give away & \\  & goods at the same time, I am more willing to receive & \\  & information feed advertising & \\ \cline{2-3}  & JJ2: If I can get discount coupons for products at the & \\  & same time, I prefer to receive information feed & \\  & advertising & \\ \cline{2-3}  & JJ3: If I can get bonus packets at the same time, I & \\  & prefer to receive information feed advertising & \\ \hline \multirow{6}{*}{Perceived advertising clustering} & Q1: I think there are too many information seed ads & \\ \cline{2-3}  & Q2: I think the amount of information seed & \\ \cline{1-1}  & advertising is boring & \\ \cline{1-1} \cline{2-3}  & Q3: I think social media is an advertising medium & \\ \hline \multirow{6}{*}{Acceptance Intention} & JS1: I’ll take a look at the information seed ads if I & \\ \cline{1-1}  & need to & \\ \cline{1-1} \cline{2-3}  & JS2: I occasionally need information feed advertising & \\ \cline{1-1} \cline{2-3}  & JS3: I can accept information feed advertising & \\ \hline \hline \end{tabular}
\end{table} 
Table 1: _Cont._square difference (AVE). The critical criteria of these three indicators are 0.7, 0.7, and 0.5, respectively. In this study, all the research variables met the critical values, as shown in Table 2.  
Another analysis of SEM is the convergence validity test. The standardized factor loads of the seven significant variables of the model were higher than 0.6 and reached significant levels, as shown in Table 2; the combined reliability was more significant than 0.7. The average variance extraction rate was greater than 0.5. On the whole, the model met the requirements of convergence validity. The last one is the discriminant validity test, and the results are shown in Table 3. The correlation coefficient of each variable is less than the square root of the average variance extraction rate of the corresponding variable, which indicates that the model has good discriminant validity.