# User Acceptance of Information Feed Advertising: A Hybrid Method Based on SEM and QCA
## Research Design
### Variables and Hypothesis
Specifically, information feed advertising's sociality represents the degree to which users can meet their social impulses by interacting with other users through information feed advertisements. According to the social existence theory, if social media can give individuals the same feeling as a face-to-face conversation, individuals will have better psychological feelings. That is to say, they will experience a sense of social existence, and sociality can enhance the perceived pleasure of users and create an immediate sense of belonging among individuals [20]. Moreover, the sociality of information feed advertising can meet the psychological needs of users for social interaction. The interactive media experience constructs a learning community based on real society for information feed advertising, dramatically improving users' participation and activity [21]. Advertising reward.Advertising reward refers to the incentive measures that advertisers provide users with product gifts, coupons, etc. Differing from users' active search, information feed advertising is passively accepted by users. Therefore, it may cause a particular aversion. In practice, to attract users and reduce users' aversion, some information feed advertisements will provide advertising, such as coupons and gifts. These reward measures can let users experience practical benefits. Users are generally rational, and advertising rewards can improve users' perceived benefits [22], so they may accept information feed advertising because of advertising rewards. Perceived advertising clustering.Too much advertising and too high advertising frequency will cause cognitive pressure on users, which will cause an aversion to advertising. Perceived advertising clustering is used to describe the user's perception of the number of platform ads and the media attributes of platform advertising [23]. It is generally embedded in information for information feed advertising and is displayed one by one according to the platform information presentation mode. Therefore, if the social platform pushes too many information feed advertisements to the users, forming a perceptual advertising cluster, it will worsen users' perception of advertising and cause boredom to information. Hypothesis  
In this study, based on the above six variables, we aim to verify the following hypotheses:  
**Hypothesis 1 (H1). **: _Consistency has a positive impact on the user acceptance of information feed advertising._  
**Hypothesis 2 (H2). **: _Accuracy has a positive impact on the user acceptance of information feed advertising._  
**Hypothesis 3 (H3). **: _Informativeness has a positive impact on the user acceptance of information feed advertising._  
**Hypothesis 4 (H4). **: _Sociality has a positive effect on the user acceptance of information feed advertising._  
**Hypothesis 5 (H5). **: _Advertising reward has a positive impact on the user acceptance of information feed advertising._  
**Hypothesis 6 (H6). **: _Perceived advertising clustering has a negative impact on the user acceptance of information feed advertising._  
**Hypothesis 7 (H7). **: _Different groups of variables have different impacts on the user acceptance of information feed advertising._  
Note that hypotheses 1 to 6 are toward the impact of a single factor on the user acceptance of information feed advertising, while hypothesis 7 is toward the impact of various groups of multiple factors. In this study, we use separate methods to verify these hypotheses. For verifying hypotheses 1 to 6, we use the SEM model, and, for hypothesis 7, we use the fsQCA approach. Next, we detail the research method of this study.