Search results for: attitude toward change

Authors: Hussain A. Alkharusi, Said S. Aldhafri, Hilal Z. Alnabhani, Muna Alkalbani

Abstract:

Analyzing classroom assessments is one of the responsibilities of the teacher. It aims improving teacher’s instruction and assessment as well as student learning. The present study investigated factors that might explain variation in teachers’ practices regarding analysis of classroom assessments. The factors considered in the investigation included gender, in-service assessment training, teaching load, teaching experience, knowledge in assessment, attitude towards quantitative aspects of assessment, and self-perceived competence in analyzing assessments. Participants were 246 in-service teachers in Oman. Results of a stepwise multiple linear regression analysis revealed that self-perceived competence was the only significant factor explaining the variance in teachers’ analysis of assessments. Implications for research and practice are discussed.

 

Keywords: Analysis of assessment, Classroom assessment, In-service teachers, Self-competence.

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Authors: Soon-ok Myong, Byong-soon Chun

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This paper intends to identify the ethnic Kazakhstani Koreans- political process of identity formation by exploring their narrative and practice about the state language represented in the course of their becoming the new citizens of a new independent state. The Russophone Kazakhstani Koreans- inability to speak the official language of their affiliated state is considered there as dissatisfying the basic requirement of citizens of the independent state, so that they are becoming marginalized from the public sphere. Their contradictory attitude that at once demonstrates nominal reception and practical rejection of the obligatory state language unveils a high barrier inside between their self-language and other-language. In this paper, the ethnic Korean group-s conflicting linguistic identity is not seen as a free and simple choice, but as a dynamic struggle and political process in which the subject-s past experiences and memories intersect with the external elements of pressure.

Keywords: Ethnic Kazakhstani Koreans, Soviet Korean's Russification, Linguistic Identity, Russian-Kazakh Dichotomy.

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Authors: J. P. Méreaux, E. Lamy, J. C. Lopez

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In the face of new regulations related to waste management, it has become essential to understand the organizational process that accompanies this change. Through an experiment on the sorting of food waste in the community of Grand Reims, this research explores the acceptability, the behavior and the tools needed to manage the change. Our position within a private company, SUEZ, a key player in the waste management sector, has allowed us to set up a driven team with concerned public organizations. The research was conducted through a theoretical study combined with semi-structured interviews. This qualitative method allowed us to conduct exchanges with users to assess the motivations and obstacles linked to the sorting of bio-waste. The results revealed the action levers necessary for the project's sustainability. Making the sorting gestures accessible and simplified makes it possible to target all populations. Playful communication adapted to each type of persona allows the user and stakeholders to be placed at the heart of the strategy. These recommendations are spotlighted thanks to the combination of theoretical and operational contributions, with the aim of facilitating the new public management and inducing the notion of performance while providing an example of added value.

Keywords: Bio-waste, Corporate Social Responsibility, CSR, stakeholders, public policies.

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Authors: Wei Hoo Chong

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System testing is actually done to the entire system against the Functional Requirement Specification and/or the System Requirement Specification. Moreover, it is an investigatory testing phase, where the focus is to have almost a destructive attitude and test not only the design, but also the behavior and even the believed expectations of the customer. It is also intended to test up to and beyond the bounds defined in the software/hardware requirements specifications. In Motorola®, Automated Testing is one of the testing methodologies uses by GSG-iSGT (Global Software Group - iDEN TM Subcriber Group-Test) to increase the testing volume, productivity and reduce test cycle-time in iDEN TM phones testing. Testing is able to produce more robust products before release to the market. In this paper, iHopper is proposed as a tool to perform stress test on iDEN TM phonse. We will discuss the value that automation has brought to iDEN TM Phone testing such as improving software quality in the iDEN TM phone together with some metrics. We will also look into the advantages of the proposed system and some discussion of the future work as well.

Keywords: Testing, automated testing, stress testing, software quality.

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Authors: Santirat Nansaarng, Sittichai Kaewkuekool, Supreeya Siripattanakunkajorn

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The purpose of this research was to study the inspector performance by using computer based training (CBT). Visual inspection task was printed circuit board (PCB) simulated on several types of defects. Subjects were 16 undergraduate randomly selected from King Mongkut-s University of Technology Thonburi and test for 20/20. Then, they were equally divided on performance into two groups (control and treatment groups) and were provided information before running the experiment. Only treatment group was provided feedback information after first experiment. Results revealed that treatment group was showed significantly difference at the level of 0.01. The treatment group showed high percentage on defects detected. Moreover, the attitude of inspectors on using the CBT to inspection was showed on good. These results have been showed that CBT could be used for training to improve inspector performance.

Keywords: Training, Feedback, Computer based Training (CBT)

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Authors: Hélder Spínola

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Sustainable development is highly dependent on the implementation of environmental education programs, which has as its ultimate goal to produce environmentally literate citizens that undertake environmentally friendly actions. Efforts on environmental education along past years are now perceived on the increase of citizens awareness on European countries and, particularly, in Portugal. However, we still have a lack of information on the prevalence of specific behaviors that contributes to sustainability, influenced by a new attitude toward the environment. The determination of pro-environmental behaviors prevalence in higher education students is an important approach to understand to which extend the next leading generation is, in practice, committed with the goals of sustainable development. Therefore, present study evaluates the prevalence of a specific set of behaviors (water savings, energy savings, environmental criteria on shopping, and mobility) on the University of Madeira students and discusses their commitment with sustainable development.

Keywords: Pro-environmental behaviors, sustainable development, environmental education, higher education students

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Authors: Juan H. Sosa-Arnao, Daniel J. O. Ferreira, Caice G. Santos, Justo E. Alvarez, Leonardo P. Rangel, Song W. Park

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A comprehensive CFD model is developed to represent heterogeneous combustion and two burner designs of supply sugar-cane bagasse into a furnace. The objective of this work is to compare the insertion and burning of a Brazilian south-eastern sugar-cane bagasse using a new swirl burner design against an actual geometry under operation. The new design allows control the particles penetration and scattering inside furnace by adjustment of axial/tangential contributions of air feed without change their mass flow. The model considers turbulence using RNG k-, combustion using EDM, radiation heat transfer using DTM with 16 ray directions and bagasse particle tracking represented by Schiller-Naumann model. The obtained results are favorable to use of new design swirl burner because its axial/tangential control promotes more penetration or more scattering than actual design and allows reproduce the actual design operation without change the overall mass flow supply.

Keywords: Comprehensive CFD model, sugar-cane bagasse combustion, swirl burner.

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Authors: Ismail Baniadam, Nafisa Tadayyon, Javid Fereidoni

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This study aimed to investigate medical students’ attitudes toward some teachers’ talking features regarding their gender in the Iranian context. To do so, 60 male and 60 female medical students of Urmia University of Medical Sciences (UMSU) participated in the research. A researcher made Likert-type questionnaire which was initially piloted and was used to gather the data. Comparing the four different factors regarding the features of teacher talk, it was revealed that visual and extra-linguistic information factor, Lexical and syntactic familiarity, Speed of speech, and the use of Persian language had the highest to the lowest mean score, respectively. It was also indicated that female students rather than male students were significantly more in favor of speed of speech and lexical and syntactic familiarity.

Keywords: Attitude, gender, medical student, teacher talk.

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Authors: Weishou Shen, Dong Liu, Di Ji, Haoyun Shen, Naifeng Lin

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Based on the field investigation and long term remote sensing data, the dynamics of the alpine wetland in the river basin and their response to climate change were studied. Results showed the alpine wetlands accounted for 3.73% of total basin in 2010. Lake and river appeared an increasing trend in the past 30 years, with an increase of 34.36 % and 24.57%. However, swamp exhibited a tendency of decreasing with 233.74 km2. Annual average temperature, maximum temperature, minimum temperature and precipitation in the river basin all exhibited an increasing trend, whereas relative humidity exhibited a decreasing trend. Ice and snow melting are main reasons of lake and river area enhancement and swamp area descend. There existed 91.78%-97.86% of reduced swamp converted into lakes on the basis of remote sensing image interpretation. China-s government policy of implementing development in the river basin is the major driving force of artificial wetland growth.

Keywords: alpine wetland dynamics, climate change, Yarlung Zangbo River basin

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Authors: Murat Colak, Berkay Cakir Saridogan

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Since the dawn of modern corporations, almost every single employee has been working in the same loop, which contains three basic steps: going to work, providing the needs for the work, and getting back home. Only a small amount of people was able to break that standard and live outside the box. As the 2019 pandemic hit the Earth and most companies shut down their physical offices, that loop had to change for everyone. This means that the old management styles had to be significantly re-arranged to the "work from home" type of business methods. The methods include online conferences and meetings, time and task tracking using algorithms, globalization of the work, and, most importantly, remote working. After the global epidemic started, even the tech giants were concerned. Now, it can be seen that those technology companies have an incredible step-up in their shares compared to the other companies because they know how to manage such situations even better than every other industry. This study aims to take the old traditional management styles in big companies and compare them with the post-Covid methods (2019-2022). As a result of this comparison made using the annual reports and shared statistics, this study aims to explain why the winners of this crisis are the technology companies.

Keywords: COVID-19, technology companies, business models, remote work.

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Authors: Abdul Baqi, Zaid Mohammad

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Reinforced concrete stair slabs with mid landings i.e. Dog-legged shaped are conventionally designed as per specifications of standard codes of practices which guide about the effective span according to the varying support conditions. Presently, the behavior of such slabs has been investigated using Finite Element method. A single flight stair slab with landings on both sides and supported at ends on wall, and a multi flight stair slab with landings and six different support arrangements have been analyzed. The results obtained for stresses, strains and deflections are used to describe the behavior of such stair slabs, including locations of critical moments and deflections. Values of critical moments obtained by F.E. analysis have also have been compared with that obtained from conventional analysis. Analytical results show that the moments are also critical near the kinks i.e. junction of mid-landing and inclined waist slab. This change in the behavior of dog-legged stair slab may be due to continuity of the material in transverse direction in two landings adjoining the waist slab, hence additional stiffness achieved. This change in the behavior is generally not taken care of in conventional method of design.

Keywords: Dog-legged, Stair slab, F.E. Analysis, Landing, Reinforced concrete.

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Authors: Maia Seturi

Abstract:

One of the topical issues for the companies operating in the present-day conditions is making decisions about creation and development of brands. The goal of the research was to study peculiarities of implementation of branding principles using the well-known Georgian mineral water Borjomi as an example, to establish the attitude of consumers to Borjomi at Georgian market, to determine the discovered weaknesses based on the result of the research and to make certain proposals and give recommendations, which would help Georgian companies interested in branding issues to pay proper attention to fundamental principles of branding in their marketing activities. As a result of the marketing research, it was found out that Borjomi adhere to a number of branding principles in its activity, although it has certain shortcomings in that respect. The research method was of exploratory and descriptive nature. In the conclusive part of the work is given sum up research results, draw conclusions and give recommendations. If companies existing in Georgia will take them into consideration, it will help them to better make sense of branding and main aspects of using its principles.

Keywords: Marketing research, brand, branding principles, brand awareness, brand originality.

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Authors: N. S. Imamverdiyev

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The transition to renewable energy sources has become a critical component of global efforts to mitigate climate change and promote sustainable development. However, the deployment of renewable energy technologies can also have significant impacts on ecosystems and the services they provide, such as carbon sequestration, soil fertility, water quality, and biodiversity. These technologies also highlight the potential co-benefits of renewable energy deployment for ecosystem services, such as reducing greenhouse gas emissions and improving air and water quality. Renewable energy sources, such as wind, solar, hydro, and biomass, are increasingly being used to meet the world's energy needs due to their environmentally friendly nature and the desire to reduce greenhouse gas emissions. However, the expansion of renewable energy infrastructure can also impact ecosystem services, which are the benefits that humans derive from nature, such as clean water, air, and food. This geographic assessment aims to evaluate the relationship between renewable energy infrastructure and ecosystem services. Potential solutions such as the use of ecological benefit measures, biodiversity-friendly design of renewable energy infrastructure, and stakeholder participation in decision-making processes are being investigated to determine the positive effects of renewable energy infrastructure on ecosystem services.

Keywords: Renewable energy, solar energy, climate change, energy production.

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Authors: Wipada Chiawchan

Abstract:

This study found that most corporate personnel are using social media to communicate with colleagues to make the process of working more efficient. Complete satisfaction occurred on the use of security within the University’s computer network. The social network usage for communication, collaboration, entertainment and demonstrating concerns accounted for fifty percent of variance to predict interpersonal relationships of corporate personnel. This evaluation on the effectiveness of social networking involved 213 corporate personnel’s. The data was collected by questionnaires. This data was analyzed by using percentage, mean, and standard deviation. The results from the analysis and the effectiveness of using online social networks were derived from the attitude of private users and safety data within the security system. The results showed that the effectiveness on the use of an online social network for corporate personnel of Suan Sunandha Rajabhat University was specifically at a good level, and the overall effects of each aspect was (Ẋ=3.11).

Keywords: Behaviors, Social Media, Social Network.

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Authors: M. Almas Anjum, M. Younus Javed, A. Basit

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In this paper a new approach to face recognition is presented that achieves double dimension reduction, making the system computationally efficient with better recognition results and out perform common DCT technique of face recognition. In pattern recognition techniques, discriminative information of image increases with increase in resolution to a certain extent, consequently face recognition results change with change in face image resolution and provide optimal results when arriving at a certain resolution level. In the proposed model of face recognition, initially image decimation algorithm is applied on face image for dimension reduction to a certain resolution level which provides best recognition results. Due to increased computational speed and feature extraction potential of Discrete Cosine Transform (DCT), it is applied on face image. A subset of coefficients of DCT from low to mid frequencies that represent the face adequately and provides best recognition results is retained. A tradeoff between decimation factor, number of DCT coefficients retained and recognition rate with minimum computation is obtained. Preprocessing of the image is carried out to increase its robustness against variations in poses and illumination level. This new model has been tested on different databases which include ORL , Yale and EME color database.

Keywords: Biometrics, DCT, Face Recognition, Illumination, Computation, Feature extraction.

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Authors: Muhammad Farid Shaari, Zahurin Samad

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This paper presents the design, development and characterization of contractile water jet thruster (CWJT) for mini underwater robot. Instead of electric motor, this CWJT utilizes the Ionic Polymer Metal Composite (IPMC) as the actuator to generate the water jet. The main focus of this paper is to analyze the conceptual design of the proposed CWJT which would determine the thrust force value, jet flow behavior and actuator’s stress. Those thrust force and jet flow studies were carried out using Matlab/Simscape simulation software. The actuator stress had been analyzed using COSMOS simulation software. The results showed that there was no significant change for jet velocity at variable cross sectional nozzle area. However, a significant change was detected for jet velocity at different nozzle cross sectional area ratio which was up to 37%. The generated thrust force has proportional relation to the nozzle cross sectional area.

Keywords: Contractile water jet thruster, IPMC actuator, Thrust force.

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Authors: Hemant Kumar

Abstract:

Brahmaputra River is known according to the Hindu mythology the son of the Lord Brahma. According to this name, the river Brahmaputra creates mass destruction during the monsoon season in Assam, India. It is a state situated in North-East part of India. This is one of the essential states out of the seven countries of eastern India, where almost all entire Brahmaputra flow carried out. The other states carry their tributaries. In the present case study, the spatial analysis performed in this specific case the number of MODIS data are acquired. In the method of detecting the change, the spray content was found during heavy rainfall and in the flooded monsoon season. By this method, particularly the analysis over the Brahmaputra outflow determines the flooded season. The charged particle-associated in aerosol content genuinely verifies the heavy water content below the ground surface, which is validated by trend analysis through rainfall spectrum data. This is confirmed by in-situ sampled view data from a different position of Brahmaputra River. Further, a Hyperion Hyperspectral 30 m resolution data were used to scan the sediment deposits, which is also confirmed by in-situ sampled view data from a different position.

Keywords: Spatial analysis, change detection, aerosol, trend analysis.

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Authors: A. D. Chandio, P. Xiao

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In this study, nickel aluminide coatings were deposited onto CMSX-4 single crystal superalloy and pure Ni substrates by using in-situ chemical vapour deposition (CVD) technique. The microstructural evolutions and coating thickness (CT) were studied upon the variation of processing conditions i.e. time and temperature. The results demonstrated (under identical conditions) that coating formed on pure Ni contains no substrate entrapments and have lower CT in comparison to one deposited on the CMSX-4 counterpart. In addition, the interdiffusion zone (IDZ) of Ni substrate is a γ’-Ni3Al in comparison to the CMSX-4 alloy that is βNiAl phase. The higher CT on CMSX-4 superalloy is attributed to presence of γ-Ni/γ’-Ni3Al structure which contains ~ 15 at.% Al before deposition (that is already present in superalloy). Two main deposition parameters (time and temperature) of the coatings were also studied in addition to standard comparison of substrate effects. The coating formation time was found to exhibit profound effect on CT, whilst temperature was found to change coating activities. In addition, the CT showed linear trend from 800 to 1000 °C, thereafter reduction was observed. This was attributed to the change in coating activities.

Keywords: βNiAl, in-situ CVD, CT, CMSX-4, Ni, microstructure.

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Authors: Chin Tangtarntana

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The main purpose of this study was to investigate the effects of animation in offensive product advertising. Experiment was conducted to collect consumer responses toward animated and static ads of offensive and non-offensive products. The study was conducted by distributing questionnaires to the target respondents. According to statistics from Innovative Internet Research Center, Thailand, majority of internet users are 18 – 44 years old. The results revealed an interaction between ad design and offensive product. Specifically, when used in offensive product advertisements, animated ads were not effective for consumer attention, but yielded positive response in terms of attitude toward product. The findings support that information processing model is accurate in predicting consumer cognitive response toward cartoon ads, whereas U&G, arousal, and distinctive theory is more accurate in predicting consumer affective response. In practical, these findings can also be used to guide ad designers and marketers that are suitable for offensive products.

Keywords: Animation, banner ad design, consumer responses, offensive product advertising, stock exchange of Thailand.

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Authors: Campbell Townsend, David Hamilton

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Previous research has demonstrated that negative attitudes towards people with physical disabilities and obesity are predicted by a component of perceived vulnerability to disease; germ aversion. These findings have been suggested as illustrations of an evolved but over-active mechanism which promotes the avoidance of pathogen-carrying individuals. To date, this interpretation of attitude formation has not been explored with regard to people with intellectual disability, and no attempts have been made to examine possible mediating factors. This study examined attitudes in 333 adults and demonstrated that the moderate positive relationship between germ aversion and negative attitudes toward people with intellectual disability is fully mediated by social dominance orientation, a general preference for hierarchies and inequalities among social groups. These findings have implications for the design of programs which attempt to promote community acceptance and inclusion of people with disabilities.

Keywords: avoidance, evolutionary psychology, intellectual disability, prejudice

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Authors: Jasmine Adela Mutang, Alfred Chan Huan Zhi, Norzihan Ayub, Chua Bee Seok, Rosnah Ismail, Ooh Siew Ling, Uichol Kim

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This study aims to investigate how much both son and daughter trust their father and what are the underlying reasons they trust their father. The results revealed five main reasons why Malaysian adolescents trust their father. Those reasons are related to the role of father, father-child relationship, father-s characteristics, father-s nurturing nature and father-s attitude and behavior. A total of 1022 students (males = 241, females = 781) from one of public university in Sabah, Malaysia participated in the study. The participants completed open-ended questionnaires developed by Kim (2008), asking how much the adolescents trust their father, and the reasons why they trust their father. The data was analysed by using the indigenous psychology method proposed by [1] Findings of this study revealed the pattern of trust towards father for both Malaysian male and female adolescents. The results contributed new information about Malaysian adolescents- trust towards their father form the indigenous context. The implications of finding will be discussed.

Keywords: Adolescent, Father-child relationship, Indigenous Psychology, Trust.

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Authors: R. Berglund, T. Backström, M. Bellgran

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This study explores how management addresses psychosocial risks in seven teams of engineers and technicians in the midst of the fourth industrial revolution. The sample is from an ongoing quasi-experiment about psychosocial risk management in a manufacturing company in Sweden. Each of the seven teams belongs to one of two clusters: a positive cluster or a negative cluster. The positive cluster reports a significantly positive change in psychosocial risk levels between two time-points and the negative cluster reports a significantly negative change. The data are collected using semi-structured interviews. The results of the computer aided thematic analysis show that there are more differences than similarities when comparing the risk treatment actions taken between the two clusters. Findings show that the managers in the positive cluster use more enabling actions that foster and support formal and informal relationship building. In contrast, managers that use less enabling actions hinder the development of positive group processes and contribute negative changes in psychosocial risk levels. This exploratory study sheds some light on how management can influence significant positive and negative changes in psychosocial risk levels during a risk management process.

Keywords: Group process model, risk treatment, risk management, psychosocial.

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Authors: Ali Salehipour

Abstract:

Studying literature theme in the fields of tourism and sustainable development and its importance in today world and their criteria in architecture, here in this article we will also study the area where the selected site is located; beside the Aab-Ask Village located in Larijan region in Mazandaran province on the way to Haraz – one of the tourism routes of Iran. After these studies by analyzing the site, its strong potentials – such as mineral water springs (hot springs), geothermal, landscapes and ideal climate - as a tourist attraction spot in the region, and considering sustainable development criteria – with regard to limits and available facilities – a plan was offered that could change the region to provide the needs of local people and in addition change it to a place where tourism services is offered to the visitors and make it an acceptable sample of stable building in Iran. Finally the reason to make design for this complex is recovery of natural and historical values of Aab-Ask area regarding development and sustainable architecture criteria in the form of a functional sample which can be a suitable place to fulfill this goal for having lots of strong points in attracting cultural and sustainable tourist.

Keywords: Sustainable Architecture, Tourist Complex, Development, Landscape Preservation, Culture

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Authors: Daniel Heibert, Brian Lithgow, Kerry Hourigan

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This paper attempts to explain response components of Electrovestibulography (EVestG) using a computer simulation of a three-canal model of the vestibular system. EVestG is a potentially new diagnostic method for Meniere's disease. EVestG is a variant of Electrocochleography (ECOG), which has been used as a standard method for diagnosing Meniere's disease - it can be used to measure the SP/AP ratio, where an SP/AP ratio greater than 0.4-0.5 is indicative of Meniere-s Disease. In EVestG, an applied head tilt replaces the acoustic stimulus of ECOG. The EVestG output is also an SP/AP type plot, where SP is the summing potential, and AP is the action potential amplitude. AP is thought of as being proportional to the size of a population of afferents in an excitatory neural firing state. A simulation of the fluid volume displacement in the vestibular labyrinth in response to various types of head tilts (ipsilateral, backwards and horizontal rotation) was performed, and a simple neural model based on these simulations developed. The simple neural model shows that the change in firing rate of the utricle is much larger in magnitude than the change in firing rates of all three semi-circular canals following a head tilt (except in a horizontal rotation). The data suggests that the change in utricular firing rate is a minimum 2-3 orders of magnitude larger than changes in firing rates of the canals during ipsilateral/backward tilts. Based on these results, the neural response recorded by the electrode in our EVestG recordings is expected to be dominated by the utricle in ipsilateral/backward tilts (It is important to note that the effect of the saccule and efferent signals were not taken into account in this model). If the utricle response dominates the EVestG recordings as the modeling results suggest, then EVestG has the potential to diagnose utricular hair cell damage due to a viral infection (which has been cited as one possible cause of Meniere's Disease).

Keywords: Diagnostic, endolymph hydrops, Meniere's disease, modeling.

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Authors: Evariste Norbert Boj, Jan Schee

Abstract:

We present the calculations of the temperature anisotropy of the cosmic microwave background radiation (CMBR) caused by an inhomogeneous region (the clump) within the Friedmann-Lemaitre-Robertson-Walker (FLRW) model of the Universe build in the framework of the Randall-Sundrum one brane model. We present two spherically symmetrical and statical models of the clump, the braneworld Reissner-Nordstrom black hole (bRNBH) and the perfect fluid sphere of uniform density matched to the FLRW spacetime via an external bRNBH. The boundary of the vacuum region expands, which induces an additional frequency shift to a photon of the CMBR passing through this inhomogeneity in comparison to the case of a photon propagating through a pure FLRW spacetime. This frequency shift is associated with an effective change of temperature of the CMBR in the corresponding direction. We give estimates on the changes of the effective temperature of the CMBR’s photon with the change of parameters describing the brane and the induced tidal forces from the bulk.

Keywords: Braneworld, CMBR, Randall-Sundrum model, Rees-Sciama effect, Reissner-Nordstrom black hole.

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Authors: Isari Pairoa, Proud Arunrangsiwed

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Brand mascots are the cartoon characters, which are mainly designed for advertising or other related marketing purposes. Many brand mascots are extremely popular, since they were presented in commercial advertisements and Line Stickers. Brand Line Stickers could lead the users to identify with the brand and brand mascots, where might influence users to become loyal customers, and share the identity with the brand. The objective of the current study is to examine the effect of brand mascots on consumers’ decision and consumers’ intention to purchase the product. This study involved 400 participants, using cluster sampling from 50 districts in Bangkok metropolitan area. The descriptive analysis shows that using brand mascot causes consumers' positive attitude toward the products, and also heightens the possibility to purchasing the products. The current study suggests the new type of marketing strategy, which is brand fandom. This study has also contributed the knowledge to the area of integrated marketing communication and identification theory.

Keywords: Brand mascot, consumers’ behavior, marketing communication, purchasing.

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Authors: Megha Rao, Søren H. Jensen, Xiufu Sun, Anke Hagen, Mogens B. Mogensen

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Solid oxide electrolysis cells have an immense potential in converting CO₂ and H₂O into syngas during co-electrolysis operation. The produced syngas can be further converted into hydrocarbons. This kind of technology is called power-to-gas or power-to-liquid. To produce hydrocarbons via this route, durability of the cells is still a challenge, which needs to be further investigated in order to improve the cells. In this work, various nickel-yttria stabilized zirconia (Ni-YSZ) fuel electrode supported or YSZ electrolyte supported cells, cerium gadolinium oxide (CGO) barrier layer, and an oxygen electrode are investigated for durability under co-electrolysis conditions in both galvanostatic and potentiostatic conditions. While changing the gas on the oxygen electrode, keeping the fuel electrode gas composition constant, a change in the gas concentration arc was observed by impedance spectroscopy. Measurements of open circuit potential revealed the presence of leaks in the setup. It is speculated that the change in concentration impedance may be related to the leaks. Furthermore, the cells were also tested under pressurized conditions to find an inter-play between the leak rate and the pressure. A mathematical modeling together with electrochemical and microscopy analysis is presented.

Keywords: Co-electrolysis, solid oxide electrolysis cells, leaks, durability, gas concentration.

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Authors: Manish Gupta

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Following the E-Commerce era, M-Commerce is the next big phase in the technology involvement and advancement. This paper intends to explore how Indian consumers are influenced to adopt the M-commerce. In this paper, the revised Technology Acceptance Model (TAM) has been presented on the basis of the most dominant factors that affect the adoption of M-Commerce in Indian scenario. Furthermore, an analytical questionnaire approach was carried out to collect data from Indian consumers. These collected data were further used for the validation of the presented model. Findings indicate that customization, convenience, instant connectivity, compatibility, security, download speed in M-Commerce affect the adoption behavior. Furthermore, the findings suggest that perceived usefulness and attitude towards M-Commerce are positively influenced by number of M-Commerce drivers (i.e. download speed, compatibility, convenience, security, customization, connectivity, and input mechanism).

Keywords: M-Commerce, perceived usefulness, technology acceptance model, perceived ease of use.

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Authors: K. Vijayalakshmi, S. Radhakrishnan

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In this paper we have proposed a novel dynamic least cost multicast routing protocol using hybrid genetic algorithm for IP networks. Our protocol finds the multicast tree with minimum cost subject to delay, degree, and bandwidth constraints. The proposed protocol has the following features: i. Heuristic local search function has been devised and embedded with normal genetic operation to increase the speed and to get the optimized tree, ii. It is efficient to handle the dynamic situation arises due to either change in the multicast group membership or node / link failure, iii. Two different crossover and mutation probabilities have been used for maintaining the diversity of solution and quick convergence. The simulation results have shown that our proposed protocol generates dynamic multicast tree with lower cost. Results have also shown that the proposed algorithm has better convergence rate, better dynamic request success rate and less execution time than other existing algorithms. Effects of degree and delay constraints have also been analyzed for the multicast tree interns of search success rate.

Keywords: Dynamic Group membership change, Hybrid Genetic Algorithm, Link / node failure, QoS Parameters.

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Authors: T. H. Lee, J. H. Park, S. M. Lee, S. C. Lee

Abstract:

In this paper, we consider Wiener nonlinear model for solid oxide fuel cell (SOFC). The Wiener model of the SOFC consists of a linear dynamic block and a static output non-linearity followed by the block, in which linear part is approximated by state-space model and the nonlinear part is identified by a polynomial form. To control the SOFC system, we have to consider various view points such as operating conditions, another constraint conditions, change of load current and so on. A change of load current is the significant one of these for good performance of the SOFC system. In order to keep the constant stack terminal voltage by changing load current, the nonlinear model predictive control (MPC) is proposed in this paper. After primary control method is designed to guarantee the fuel utilization as a proper constant, a nonlinear model predictive control based on the Wiener model is developed to control the stack terminal voltage of the SOFC system. Simulation results verify the possibility of the proposed Wiener model and MPC method to control of SOFC system.

Keywords: SOFC, model predictive control, Wiener model.

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