To enhance the market efficiency of TikTok native advertising,this study conducts path and configuration analyses based on the collected 745 TikTok native ad user questionnaires in a user experience perspective integrating the Stimulus-Organism-Response(SOR)model with the theory of immersive experience,and using SmartPLS3.0 software and fuzzy-set qualitative comparative analysis(fsQCA)to find out how the TikTok native ad users'sensory experience,interactive experience and immersive experience influence their participation behavior.The findings reveal that in TikTok native advertising,users'auditory experience and interactive feedback influence time immersion;visual experience,interactive operation,and interactive feedback influence spatial immersion;visual experience,auditory experience,interactive operation and interactive feedback influence emotional immersion;spatial immersion and emotional immersion can influence participation behavior.The study identifies three configurations of factors in TikTok native advertising that drive high user participation.While no single factor is a necessary condition for high participation,spatial immersion and emotional immersion serve as core conditions that play a universally significant role in fostering active participation.
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