• 제목/요약/키워드: Experimental economics

검색결과 477건 처리시간 0.028초

비실험 자료로부터의 인과 추론: 핵심 개념과 최근 동향 (Causal inference from nonrandomized data: key concepts and recent trends)

  • 최영근;유동현
    • 응용통계연구
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    • 제32권2호
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    • pp.173-185
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    • 2019
  • 과학적 연구에서 핵심적인 연구 주제 또는 가설은 대부분 인과적 질문(causal question)을 포함한다. 예를 들어, 전염병 예방을 위한 치료법의 효과 연구, 특정 정책의 시행으로 인한 효용(utility)의 평가에 대한 연구, 특정 사용자를 대상으로 노출된 광고의 종류에 따른 광고의 효과성에 대한 연구는 모두 인과 관계(causal relationship)의 추론이 요구된다. 이러한 인과 관계를 다루는 통계적 인과 추론(statistical causal inference)의 주요 관심사 중 하나는 모집단에 일종의 개입(정책 혹은 처치)을 적용한 후 개입의 효과를 정확하게 추정하는 것이다. 인과 추론은 임상실험과 정책결정에서 주로 이용되었으나, 이른바 빅데이터 시대의 도래로 가용한 관측자료가 폭발적으로 증가하였고 이로 인하여 인과 추론에 대한 잠재적 응용가치와 수요가 지속적으로 증가하고 있다. 하지만 가용한 대부분의 자료는 임의실험 기반의 자료와 달리 개입이 임의로 분배되지 않은 비실험 관측자료이다. 따라서, 본 논문은 비실험 관측자료로부터 개입의 효과를 추정하기 위한 인과 추론의 핵심 개념과 최근의 연구동향을 소개하고자 한다. 이를 위하여 본문에서는 먼저 개입의 효과를 Neyman-Rubin의 잠재 결과(potential outcome) 모형으로 나타내고, 개입의 효과를 추정하는 여러 접근법 중 특히 성향점수(propensity score) 기반 추정법과 회귀모형 기반 추정법을 중점적으로 소개한다. 최근 연구동향으로는 (1) 평균 효과 크기 추정을 넘어선 개인별 효과 크기의 추정, (2) 효과크기 추정에 있어서 자료 규모의 증대로 인한 차원의 저주가 야기하는 난제들과 이에 대한 해결방안들, (3) 복합적 인과관계를 반영하기 위한 Pearl의 구조적 인과 모형(structural causal model) 및 잠재 결과 모형과의 비교의 3가지 주제로 구분하여 소개한다.

스마트폰 위치기반 어플리케이션의 이용의도에 영향을 미치는 요인: 프라이버시 계산 모형의 적용 (Factors Influencing the Adoption of Location-Based Smartphone Applications: An Application of the Privacy Calculus Model)

  • 차훈상
    • Asia pacific journal of information systems
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    • 제22권4호
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    • pp.7-29
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    • 2012
  • Smartphone and its applications (i.e. apps) are increasingly penetrating consumer markets. According to a recent report from Korea Communications Commission, nearly 50% of mobile subscribers in South Korea are smartphone users that accounts for over 25 million people. In particular, the importance of smartphone has risen as a geospatially-aware device that provides various location-based services (LBS) equipped with GPS capability. The popular LBS include map and navigation, traffic and transportation updates, shopping and coupon services, and location-sensitive social network services. Overall, the emerging location-based smartphone apps (LBA) offer significant value by providing greater connectivity, personalization, and information and entertainment in a location-specific context. Conversely, the rapid growth of LBA and their benefits have been accompanied by concerns over the collection and dissemination of individual users' personal information through ongoing tracking of their location, identity, preferences, and social behaviors. The majority of LBA users tend to agree and consent to the LBA provider's terms and privacy policy on use of location data to get the immediate services. This tendency further increases the potential risks of unprotected exposure of personal information and serious invasion and breaches of individual privacy. To address the complex issues surrounding LBA particularly from the user's behavioral perspective, this study applied the privacy calculus model (PCM) to explore the factors that influence the adoption of LBA. According to PCM, consumers are engaged in a dynamic adjustment process in which privacy risks are weighted against benefits of information disclosure. Consistent with the principal notion of PCM, we investigated how individual users make a risk-benefit assessment under which personalized service and locatability act as benefit-side factors and information privacy risks act as a risk-side factor accompanying LBA adoption. In addition, we consider the moderating role of trust on the service providers in the prohibiting effects of privacy risks on user intention to adopt LBA. Further we include perceived ease of use and usefulness as additional constructs to examine whether the technology acceptance model (TAM) can be applied in the context of LBA adoption. The research model with ten (10) hypotheses was tested using data gathered from 98 respondents through a quasi-experimental survey method. During the survey, each participant was asked to navigate the website where the experimental simulation of a LBA allows the participant to purchase time-and-location sensitive discounted tickets for nearby stores. Structural equations modeling using partial least square validated the instrument and the proposed model. The results showed that six (6) out of ten (10) hypotheses were supported. On the subject of the core PCM, H2 (locatability ${\rightarrow}$ intention to use LBA) and H3 (privacy risks ${\rightarrow}$ intention to use LBA) were supported, while H1 (personalization ${\rightarrow}$ intention to use LBA) was not supported. Further, we could not any interaction effects (personalization X privacy risks, H4 & locatability X privacy risks, H5) on the intention to use LBA. In terms of privacy risks and trust, as mentioned above we found the significant negative influence from privacy risks on intention to use (H3), but positive influence from trust, which supported H6 (trust ${\rightarrow}$ intention to use LBA). The moderating effect of trust on the negative relationship between privacy risks and intention to use LBA was tested and confirmed by supporting H7 (privacy risks X trust ${\rightarrow}$ intention to use LBA). The two hypotheses regarding to the TAM, including H8 (perceived ease of use ${\rightarrow}$ perceived usefulness) and H9 (perceived ease of use ${\rightarrow}$ intention to use LBA) were supported; however, H10 (perceived effectiveness ${\rightarrow}$ intention to use LBA) was not supported. Results of this study offer the following key findings and implications. First the application of PCM was found to be a good analysis framework in the context of LBA adoption. Many of the hypotheses in the model were confirmed and the high value of $R^2$ (i.,e., 51%) indicated a good fit of the model. In particular, locatability and privacy risks are found to be the appropriate PCM-based antecedent variables. Second, the existence of moderating effect of trust on service provider suggests that the same marginal change in the level of privacy risks may differentially influence the intention to use LBA. That is, while the privacy risks increasingly become important social issues and will negatively influence the intention to use LBA, it is critical for LBA providers to build consumer trust and confidence to successfully mitigate this negative impact. Lastly, we could not find sufficient evidence that the intention to use LBA is influenced by perceived usefulness, which has been very well supported in most previous TAM research. This may suggest that more future research should examine the validity of applying TAM and further extend or modify it in the context of LBA or other similar smartphone apps.

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국민식생활(國民食生活) 향상(向上)을 위(爲)한 곡류제품(穀類製品)의 경제적( 經濟的) 영향강화(營養强化)에 관(關)한 연구(硏究) (A Study on the Economical Nutrition Supplement of Cereal Food for Improvement in our National Eating Habits)

  • 주진순;유종열;김숙희;이기열;한인규
    • Journal of Nutrition and Health
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    • 제6권1호
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    • pp.1-9
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    • 1973
  • I. Subject of the Study: Studies on the economical nutrition supplement of cereal foods for the improvement in our notional eating habits. II. Purpose and Importance of the Study: 1. Our nation is confronted with the situation that the rice, a principal food, short of some essential amino acids, lysine and threonine, leads to imbalanced meals insufficient in the nutrient of protein, to bring many difficulties in the elevation of our national physique. 2. The shortage of even the rice imperfect in the nutrient of protein makes the import of lots of foreign rice inevitable. It is considered that the protein supplement and decrease in the consumption amount, of rice, is a serious key to the solution of our food difficulty, and then a way of the proetin supplement of rice through the addition of essential amino acid is to be rarely applied in the view of the our present finance and situation. 3. In the present experiment, therefore, it aims to the suggestion of an aspect of the improvement in our national eating habits guiding in the nutrition elevation which our nation can afford economically through the development of first, a way of the protein supplement by the mixture of cereals producted plentifully in our country, and second, a way of the decrease in the consumption amount and the improvement in the nutrition of rice through the substitution of the other cereals for rice. III. Contents of Scope of the Study: 1. Objects of the study: Objects of the study are the following three items; a) The nutrition supplement of rice through the mixture of cereals. Our nation makes mainly rice as a principal food, but practically many kinds of cereal are produced in our country. They contain different levels and qualities of each nutrient and they are different from one another in the kinds of essential amino acid consisting protein. For that reason, the mutual complement efficeincy of insufficient nutrients is observed through the mixture of cereals. b) The nutrition supplement of rice through the addition of superior protein sources to rice, a principal food. The development of rice as superior foods in the sense of nutrition is conducted through the risement in protein quality by the addition of protein sources in good quality, for example, fish flour (anchovy flour), egg powder, milk powder, and so on, and through the supplement of vitamins and minerals. c) The decrease in the consumption amount of rice through the substitution of the other cereals for rice, as a principal food. The compensation for the short amount of rice is made by the reduction in the consumption of rice through the discovery of a way of substitution of the other cereals for rice, as a principal food and of the settlement of problems in nutrition and finance subsequent to this. 2. Contents of the study: a) An ideal mixture-ratio of cereals is established for rats by feeding mixed foods(rice-barely or rice-wheat) containing 5%, 15%, 25%, 35% and 45% level of either barely or wheat. b) The nutritive value is determined in the whole subsititution of other foods for rice, and then, a way of the complement of over and under nutrients is devised. c) The ideal combination is investigated for rats through feeding mixed foods of main food, rice and supplement foods of protein sources, soy bean, fish flour, egg powder and milk Powder. d) According to results from the above three experiments, the concise functional test for men and the examination of economical property are made. 3. Scope of the study: a) The observation of the effect of each diet on the growth rate for rats. The growth rate of rats was observed for 15 groups of mixed foods of a main food, rice, and wheat flour, barley powder or soy bean powder, respectively, and 12 groups of wheat flour diets supplemented with $1{\sim}3%$ milk powder, and rice or wheat flour diets supplemented with 5% of milk powder, egg powder, fish flour or soy bean powder, respectively. b) The determination of food consumption. The food consumption was determined at weekly intervals for 27 kinds of diet described in a) item. c) The determination of food efficiency rate. The food efficiency rate for each diet was determined by calculation from the gained body weight and the food consumption amount at the same intervals described in b) item. d) The determination of protein efficiency rate. The protein efficiency rate for each diet was determined by calculation form gained body weight and the protein amount of the food consumption amount at the same intervals described c) item. e) The determination of the body component. The hematocrite and hemoglobin levels in the blood, total nitrogen in the serum, blood sugar, and lipids and glycogen in the liver were determined. f) The observation of nitrogen balance. As a means of the observation of nitrogen balance, the total nitrogen in the urine was determined. g) The analysis of economical property. The economical property was analyzed as the gained body weight to the amount equivalent to one won through the conversion of the food consumption amount into money. h) The functional test for men. The concise functional test for men was made in order to establish if the best diet for experimental animals can be applied to men. IV. Results of the Study: The national food product plan, nationwide nutritive enlightment and the improvement activities in our country eating habits, especially, mixed and powder food problems are to be significantly referred, and the following results must be applied. a) In the mixed foods of cereals, the mixed food of the rice-barley containing $5{\sim}15%$ level of barley is best in terms of nutrition. b) The addition of superior protein sources, egg, Bilk, soy bean, or fish, respectively to either rice or wheat flour makes a great risement in the nutritive value. c) The animal protein is more effective in the elevation of nutritive value of cereals. d) Rice takes the most nutritive operation and has the highest preference, among rice, wheat flour and barley. e) Wheat flour is more economical than rice in evaluation of the gained body weight to the regular money, and the addition of fish or soy bean is more economical than that of any other supplement food. But the above results are true of the range of nutrition and economical property. f) The study on the nutrition composition and barley will lead to the improvement in our national eating habits as mixed food of the rice-barley containing $5{\sim}15%$ level of barley is more nutritive. g) This study on the nutrition only for the growing animal can not be considered as a perfect and entire evaluation. Consequently, the perfect data for our national nutrition can be obtained from the experiment similar to this for the much longer period examining, in details, the growth rate, change of physical strength, mental and bodily change, average life span, and resistance ability to infectious diseases.

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난소 적출 동물모델에서 고흥산 석류 농축액의 갱년기 증상 개선 효과 (Pomegranate Extract Improves Menopausal Syndrome in Ovariectomized Rats)

  • 위지향;정현정;정경옥;성혜미;신유림;박주현;서현영;임정민;채한정;이기웅
    • 한국식품영양과학회지
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    • 제44권4호
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    • pp.506-515
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    • 2015
  • 본 연구는 난소 적출 동물 모델을 이용하여 고흥산 석류 농축액 시험군과 함께 이란산 석류 농축액을 주성분으로 하는 시판 제품의 혈청 생화학적 지표, 골밀도 등 몇 가지 지표를 분석하여 갱년기 증상 개선 효과를 비교하였다. 고흥산 석류 농축액과 시판 제품은 난소 절제 동물 모델의 골밀도(bone mineral density, BMD) 및 percent bone volume(bone volume/tissue volume), bone surface density(bone surface/tissue volume)를 증가시켰으며, 특히 고용량의 고흥산 석류 농축액(PE3)은 통계적으로 유의하게 골밀도 및 골볼륨을 증가시켰다. 시판 제품을 투여한 군도 골밀도를 증가시키는 양상을 보였으나 통계적 유의성은 없어 고흥산 석류 농축액이 이란산 석류 제품보다 골밀도 등 뼈 건강에 관련한 갱년기 증상 개선에 더 효과적이라고 사료된다. 고흥산 석류 농축액은 난소 절제에 의한 체중 증가 및 복부/내장지방 축적을 개선하였으며, 농도 의존적으로 HDL-C(high density lipoprotein cholesterol)는 증가시키고 low density lipoprotein cholesterol은 감소시켰다. 또한 고농도 석류 농축액(PE3)의 HDL-C/total cholesterol이 통계적으로 유의하게 증가하여 고흥산 석류 농축액이 갱년기 여성의 비만 및 혈중지질을 개선할 수 있을 것으로 기대된다. 불안장애 실험에서는 고흥산 석류 농축액 투여로 인해 불안장애가 개선되는 경향을 보였으나 통계적 유의성이 없었고, 이란산 시판 제품 투여 시에는 대조군에 비해 유의하게 개선시키는 것으로 나타났다. 우울증 또한 시판 제품 투여군에서는 대조군에 비해 유의하게 개선 효과를 나타내었으나 고흥산 석류 농축액 투여군에서는 우울증 개선 효과가 확인되지 않았다. 이상과 같은 결과를 통해 고흥산 석류 농축액은 난소를 적출한 rat의 골 소실을 현저히 개선하고 복부/내장지방 및 혈중지질을 농도 의존적으로 개선하여 골다공증, 비만 및 심혈관 질환과 같은 갱년기 증상에 효과가 있음을 확인하였다. 그러나 고흥산 석류 농축액 투여군에서 대표적인 갱년기 증상인 우울증과 불안장애 개선에 유의성 있는 효과가 나타나지 않는 것은 동물실험 모델에서 사람에게 나타나는 다양한 갱년기 증상을 모두 평가하기에 한계가 있는 바, 향후 추가적인 연구를 통해 고흥산 석류 농축액이 갱년기 여성에게 나타나는 여러 가지 증상 중 특정 증상에 대해 선택적으로 효과를 나타내는지에 대해 임상시험을 통해 검증할 필요가 있겠다.

열량 영앙소의 수준이 흰쥐의 단백질 평형과 체조성에 미치는 영향 (Effects of Varying the Concentration of Energy Yielding Nutrients on Nitrogen Balance and Body Composition of the Growing Rats)

  • 장유경;한인규
    • Journal of Nutrition and Health
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    • 제13권3호
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    • pp.117-125
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    • 1980
  • 섭취된 단백질이 성장하는 쥐의 체내에서 이용되는 효율을 알고, 지방 섭취량이 단백질 대사에 어떤 영향을 주는지 알기 위해서 생후 6주되고 평균 체중이 약 106g 정도되는 Sprague-Dawley 계 albino rat 숫컷 51마리를 사용하여 (3 마리는 개시시 도체분석에 사용하고, 48마리는 사양시험에 사용하였음) 시험 사료의 에너지 수준은 M.E.가(價)가 4000Kca1/kg으로 모두 같게 하되 단백질 공급 수준은 저단백질구(10%), 중단백질구(20%), 고단백질구(30%)로 하고, 지방 급여 수준은 각 단백질 수준마다 총 에너지의 20%(저지방구), 40%(고지방구)로 정하고 나머지 에너지는 전분과 포도당으로 보충한 6종의 사료처리구에 대한 사양시험, 대사시험 및 도체분석 시험을 실시했던바 얻어진 결과를 요약하면 다음과 같다. 1) 증체량은 사료의 단백질 수준을 증가시킬 경우 저지방구에서는 증가했으나 고지방구에서는 오히려 감소되있다. 사료 효율은 저지방구에서는 단백질 공급수준을 높일수록 증가되었으나 고지방구에서는 일정한 경향을 찾을 수 없었다. 단백질 효율에 있어서는 저단백질구의 그것이 높았는데 특히 저단백질 고지방구(LPHO)의 단백질 효율이 가장 높았으며 단백질 수준이 높아질수록 지방의 공급량에 관계없이 저하되었다. 2) 고형물, 단백질 총탄수화물의 소화율은 같은 수준의 단백질을 공급하는 경우 고지방구의 것보다 저지방구의 것이 높았으며, 단백질 급여 수준이 높을수록 고형물과 탄수화물의 소화율은 약간 감소되었으나, 단백질의 소화율은 오히려 약간 증가되었다. 지방의 소화율은 사료의 단백질이나 지방의 급여 수준에 큰 영향을 받지 않고 모두 높았다. 3) 질소 이용률에 있어서는 중단백질구(20%)인 경우 저지방구가 가장 높았으나, 고지방구는 가장 낮았다. 사료단백질 20%까지는 저지방 수준인 경우 질소이용률이 뚜렷하게 높은 것을 알 수 있었으나 고단백질구(30%)에서는 지방의 급여량에 따른 차이를 볼 수 없었다. 4) 에너지 섭취량은 사료의 단백질과 지방 수준에 따라서 영향을 받았다. 각 처리구별로 에너지의 대사율을 비교해 보면, 첫째로 사료의 단백질 수준이 높아질수록 에너지 대사율은 약간씩 낮아졌고, 둘째로 같은 단백질 수준에서는 저지방구의 에너지 이용률이 고지방구의 그것보다 훨씬 높았다. 5) 체성분은 시험 개시시 체조성에 미하여 체수분은 감소되었고 체단백질과 체지방은 모두 증가되었다. 단백질 공급 수준이 높아질수록 체수분은 높았고, 체단백질과 체지방은 모두 낮은 경향이 있었다. 단백질 수준이 같을 경우 고지방구의 체수분은 저지방의 그것보다 높았으며 체단백질과 체지방은 오히려 고지방구에서 낮은 경향을 보였다. 6) 이상에서 설명한 실험결과를 종합하여 볼 때 성장하는 흰쥐의 경우 단백질 20%, 지방 20%, 탄수화물 60%로 구성된 식이가 가장 이상적인 것으로 생각된다.

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토종 부모계통 종계 간 교배 실용계의 경제능력 검정 (Economic Performance Test of Commercial Chickens (CC) Crossbred with Parent Stock (PS) of Korean Native Chicken (KNC))

  • 차재범;홍의철;김상호;김종대;허강녕;추효준;오기석;강보석
    • 한국가금학회지
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    • 제43권4호
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    • pp.207-212
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    • 2016
  • 본 시험은 국내 실정에 맞는 토종 실용계 생산을 위한 13교배종의 능력을 조사하기 위하여 수행하였다. 공시동물은 국내에서 사육되고 있는 토종 순종계를 이용하여 생산된 종계 부계통 2종(A, B)과 모계종 6종(1, 2, 3, 4, 5, 6)을 교배하여 생산된 12종(1A, 1B, 2A, 2B, 3A, 3B, 4A, 4B, 5A, 5B, 6A, 6B)과 일반 토종닭 교배종('한협3호', HH)의 총 13종, 종당 100수씩 총 1,300수를 암수 합사하여 공시하였다. 시험사료는 0~7일령까지는 육계초이사료(CP 22.0% ME 3,150 kcal/kg), 8일령부터 체중 800 g까지는 육계전기사료(CP 19.0% ME 3,150 kcal/kg), 체중 800 g~12주령까지는 육계후기사료(CP 18.0% ME 3,150 kcal/kg)를 급여하였다. 주요 조사항목은 수정률과 부화율, 체중, 균일도, 사료요구율, 생산지수 그리고 경제성 등이었다. 수정률은 1B종이 가장 높았으며, 6B와 HH종이 낮게 나타났다. 수정란 대비 부화율은 87.5~89%, 입란대비 부화율은 76.9~92.3%로 나타났으며, 4B와 6B종이 낮은 수치를 보였다. HH종의 주령별 체중은 다른 교배종에 비해 낮게 나타났다. 체중의 CV가는 12.5~18.2%로 13종 모두 12%보다 높게 나타났으며, 특히 2B, 3B, 5B, HH종에서 높게 나타났다. 누적 사료요구율은 6, 8, 10, 12주령에 각각 1.7~2.3, 2.1~2.5, 2.4~2.7 및 2.7~3.2로 나타났다. 주령별 생산지수는 2A, 3A, HH종에서 낮게 나타났으며, 주령이 경과함에 따라 생산지수는 감소하였다. kg 증체당 사료비는 육계초기 1,069~1,255원, 육계전기 1,100~1,263원, 육계후기 1.468~1,696원으로 나타났다. 본 연구의 결과를 분석한 결과, 기존 토종닭보다 생산성이 우수하고 경제성을 갖춘 새로운 토종 실용계 선발이 가능하다는 결론을 도출하였다.

위치기반 서비스를 통한 정보 필터링이 사용자의 불확실성과 정보탐색 행동에 미치는 영향 (The Effects of LBS Information Filtering on Users' Perceived Uncertainty and Information Search Behavior)

  • 적효림;임일
    • Asia pacific journal of information systems
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    • 제24권4호
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    • pp.493-513
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    • 2014
  • With the development of related technologies, Location-Based Services (LBS) are growing fast and being used in many ways. Past LBS studies have focused on adoption of LBS because of the fact that LBS users have privacy concerns regarding revealing their location information. Meanwhile, the number of LBS users and revenues from LBS are growing rapidly because users can get some benefits by revealing their location information. Little research has been done on how LBS affects consumers' information search behavior in product purchase. The purpose of this paper is examining the effect of LBS information filtering on buyers' uncertainty and their information search behavior. When consumers purchase a product, they try to reduce uncertainty by searching information. Generally, there are two types of uncertainties - knowledge uncertainty and choice uncertainty. Knowledge uncertainty refers to the lack of information on what kinds of alternatives are available in the market and/or their important attributes. Therefore, consumers having knowledge uncertainty will have difficulties in identifying what alternatives exist in the market to fulfil their needs. Choice uncertainty refers to the lack of information about consumers' own preferences and which alternative will fit in their needs. Therefore, consumers with choice uncertainty have difficulties selecting best product among available alternatives.. According to economics of information theory, consumers narrow the scope of information search when knowledge uncertainty is high. It is because consumers' information search cost is high when their knowledge uncertainty is high. If people do not know available alternatives and their attributes, it takes time and cognitive efforts for them to acquire information about available alternatives. Therefore, they will reduce search breadth. For people with high knowledge uncertainty, the information about products and their attributes is new and of high value for them. Therefore, they will conduct searches more in-depth because they have incentive to acquire more information. When people have high choice uncertainty, people tend to search information about more alternatives. It is because increased search breadth will improve their chances to find better alternative for them. On the other hand, since human's cognitive capacity is limited, the increased search breadth (more alternatives) will reduce the depth of information search for each alternative. Consumers with high choice uncertainty will spend less time and effort for each alternative because considering more alternatives will increase their utility. LBS provides users with the capability to screen alternatives based on the distance from them, which reduces information search costs. Therefore, it is expected that LBS will help users consider more alternatives even when they have high knowledge uncertainty. LBS provides distance information, which helps users choose alternatives appropriate for them. Therefore, users will perceive lower choice uncertainty when they use LBS. In order to test the hypotheses, we selected 80 students and assigned them to one of the two experiment groups. One group was asked to use LBS to search surrounding restaurants and the other group was asked to not use LBS to search nearby restaurants. The experimental tasks and measures items were validated in a pilot experiment. The final measurement items are shown in Appendix A. Each subject was asked to read one of the two scenarios - with or without LBS - and use a smartphone application to pick a restaurant. All behaviors on smartphone were recorded using a recording application. Search breadth was measured by the number of restaurants clicked by each subject. Search depths was measured by two metrics - the average number of sub-level pages each subject visited and the average time spent on each restaurant. The hypotheses were tested using SPSS and PLS. The results show that knowledge uncertainty reduces search breadth (H1a). However, there was no significant correlation between knowledge uncertainty and search depth (H1b). Choice uncertainty significantly reduces search depth (H2b), but no significant relationship was found between choice uncertainty and search breadth (H2a). LBS information filtering significantly reduces the buyers' choice uncertainty (H4) and reduces the negative relationship between knowledge uncertainty and search breadth (H3). This research provides some important implications for service providers. Service providers should use different strategies based on their service properties. For those service providers who are not well-known to consumers (high knowledge uncertainty) should encourage their customers to use LBS. This is because LBS would increase buyers' consideration sets when the knowledge uncertainty is high. Therefore, less known services have chances to be included in consumers' consideration sets with LBS. On the other hand, LBS information filtering decrease choice uncertainty and the near service providers are more likely to be selected than without LBS. Hence, service providers should analyze geographically approximate competitors' strength and try to reduce the gap so that they can have chances to be included in the consideration set.