Search results for: Chia Chin Hua
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 173

Search results for: Chia Chin Hua

113 Current Mode Logic Circuits for 10-bit 5GHz High Speed Digital to Analog Converter

Authors: Zhenguo Vincent Chia, Sheung Yan Simon Ng, Minkyu Je

Abstract:

This paper presents CMOS Current Mode Logic (CML) circuits for a high speed Digital to Analog Converter (DAC) using standard CMOS 65nm process. The CML circuits have the propagation delay advantage over its conventional CMOS counterparts due to smaller output voltage swing and tunable bias current. The CML circuits proposed in this paper can achieve a maximum propagation delay of only 9.3ps, which can satisfy the stringent requirement for the 5 GHz high speed DAC application. Another advantage for CML circuits is its dynamic symmetry characteristic resulting in a reduction of an additional inverter. Simulation results show that the proposed CML circuits can operate from 1.08V to 1.3V with temperature ranging from -40 to +120°C.

Keywords: Conventional, Current Mode Logic, DAC, Decoder

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112 Active Power Filtering Implementation Using Photovoltaic System with Reduced Energy Storage Capacitor

Authors: Horng-Yuan Wu, Chin-Yuan Hsu, Tsair-Fwu Lee

Abstract:

A novel three-phase active power filter (APF) circuit with photovoltaic (PV) system to improve the quality of service and to reduce the capacity of energy storage capacitor is presented. The energy balance concept and sampling technique were used to simplify the calculation algorithm for the required utility source current and to control the voltage of the energy storage capacitor. The feasibility was verified by using the Pspice simulations and experiments. When the APF mode was used during non-operational period, not only the utilization rate, power factor and power quality could be improved, but also the capacity of energy storage capacitor could sparing. As the results, the advantages of the APF circuit are simplicity of control circuits, low cost, and good transient response.

Keywords: active power filter, sampling, energy-storagecapacitor, harmonic current, energy balance.

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111 The Induction of Antioxidant Enzyme Activities in Cabbage Seedlings by Heavy Metal Stress

Authors: J. Kumchai, J. Z. Huang, C. Y. Lee, F. C. Chen, S. W. Chin

Abstract:

Cabbage seedlings grown in vitro were exposed to excess levels of heavy metals, including Cd, Mo, and Zn. High metal levels affected plant growth at cotyledonary stage. Seedlings under Cd, Mo, and Zn treatments could not produce root hairs and true leaves. Under stress conditions, seedlings accumulated a higher amount of anthocyanins in their cotyledons than those in the control. The pigments isolated from Cd and Zn stressed seedling cotyledons appeared as pink, while under Mo stress, was dark pink or purple. Moreover, excess Mo stress increased antioxidant enzyme activities of APX, CAT, SOD. These results suggest that, under excess Mo stress, the induced antioxidant enzyme activity of cabbage seedlings may function as a protective mechanism to shield the plants from toxicity and exacerbated growth.

Keywords: Anthocyanin, antioxidant enzyme activity, heavy metal, growth inhibition.

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110 Color Image Enhancement Using Multiscale Retinex and Image Fusion Techniques

Authors: Chang-Hsing Lee, Cheng-Chang Lien, Chin-Chuan Han

Abstract:

In this paper, an edge-strength guided multiscale retinex (EGMSR) approach will be proposed for color image contrast enhancement. In EGMSR, the pixel-dependent weight associated with each pixel in the single scale retinex output image is computed according to the edge strength around this pixel in order to prevent from over-enhancing the noises contained in the smooth dark/bright regions. Further, by fusing together the enhanced results of EGMSR and adaptive multiscale retinex (AMSR), we can get a natural fused image having high contrast and proper tonal rendition. Experimental results on several low-contrast images have shown that our proposed approach can produce natural and appealing enhanced images.

Keywords: Image Enhancement, Multiscale Retinex, Image Fusion.

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109 Proactive Identification of False Alert for Drug-Drug Interaction

Authors: Hsuan-Chia Yang, Yan-Jhih Haung, Yu-Chuan Li

Abstract:

Researchers of drug-drug interaction alert systems have often suggested that there were high overridden rate for alerts and also too false alerts. However, research about decreasing false alerts is scant. Therefore, the aim of this article attempts to proactive identification of false alert for drug-drug interaction and provide solution to decrease false alerts. This research involved retrospective analysis prescribing database and calculated false alert rate by using MYSQL and JAVA. Results of this study showed 17% of false alerts and the false alert rate in the hospitals (37%) was more than in the clinics. To conclude, this study described the importance that drug-drug interaction alert system should not only detect drug name but also detect frequency or route, as well as in providing solution to decrease false alerts.

Keywords: drug-drug interaction, proactive identification, false alert

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108 Applying Fuzzy FP-Growth to Mine Fuzzy Association Rules

Authors: Chien-Hua Wang, Wei-Hsuan Lee, Chin-Tzong Pang

Abstract:

In data mining, the association rules are used to find for the associations between the different items of the transactions database. As the data collected and stored, rules of value can be found through association rules, which can be applied to help managers execute marketing strategies and establish sound market frameworks. This paper aims to use Fuzzy Frequent Pattern growth (FFP-growth) to derive from fuzzy association rules. At first, we apply fuzzy partition methods and decide a membership function of quantitative value for each transaction item. Next, we implement FFP-growth to deal with the process of data mining. In addition, in order to understand the impact of Apriori algorithm and FFP-growth algorithm on the execution time and the number of generated association rules, the experiment will be performed by using different sizes of databases and thresholds. Lastly, the experiment results show FFPgrowth algorithm is more efficient than other existing methods.

Keywords: Data mining, association rule, fuzzy frequent patterngrowth.

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107 Strengthening of RC Beams with Large Openings in Shear by CFRP Laminates: 2D Nonlinear FE Analysis

Authors: S.C. Chin, N. Shafiq, M.F. Nuruddin

Abstract:

To date, theoretical studies concerning the Carbon Fiber Reinforced Polymer (CFRP) strengthening of RC beams with openings have been rather limited. In addition, various numerical analyses presented so far have effectively simulated the behaviour of solid beam strengthened by FRP material. In this paper, a two dimensional nonlinear finite element analysis is presented to validate against the laboratory test results of six RC beams. All beams had the same rectangular cross-section geometry and were loaded under four point bending. The crack pattern results of the finite element model show good agreement with the crack pattern of the experimental beams. The load midspan deflection curves of the finite element models exhibited a stiffer result compared to the experimental beams. The possible reason may be due to the perfect bond assumption used between the concrete and steel reinforcement.

Keywords: CFRP, large opening, RC beam, strengthening

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106 Parameter Sensitivity Analysis of Artificial Neural Network for Predicting Water Turbidity

Authors: Chia-Ling Chang, Chung-Sheng Liao

Abstract:

The present study focuses on the discussion over the parameter of Artificial Neural Network (ANN). Sensitivity analysis is applied to assess the effect of the parameters of ANN on the prediction of turbidity of raw water in the water treatment plant. The result shows that transfer function of hidden layer is a critical parameter of ANN. When the transfer function changes, the reliability of prediction of water turbidity is greatly different. Moreover, the estimated water turbidity is less sensitive to training times and learning velocity than the number of neurons in the hidden layer. Therefore, it is important to select an appropriate transfer function and suitable number of neurons in the hidden layer in the process of parameter training and validation.

Keywords: Artificial Neural Network (ANN), sensitivity analysis, turbidity.

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105 Diasporic Discourse and Body Codes:Transnational Identities in Three Representative Chinese-French Artists

Authors: Wen-Hui Chang

Abstract:

This paper focuses upon three such painters working in France from this time and their representations both of their host country in which they found themselves displaced, and of their homeland which they represent through refracted memories from their new perspective in Europe. What is their representation of France and China´╝ÅTaiwan? Is it Otherness or an origin? This paper also attempts to explore the three artists- diasporic lives and to redefine their transnational identities. Hou Chin-lang, the significance of his multiple-split images serve to highlight the intricate relationships between his work and the surrounding family, and to reveal his identity of his Taiwan “homeland". Yin Xin takes paintings from the Western canon and subjects them to a process of transformation through Chinese imagery. In the same period, Lin Li-ling, transforms the transnational spirit of Yin Xin to symbolic codes with neutered female bodies and tatoos, thus creates images that challenge the boundaries of both gender and nationality.

Keywords: Body Codes, Chinese French, Diasporic Discourse, Identity

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104 Effects of used Engine Oil in Reinforced Concrete Beams: The Structural Behaviour

Authors: S.C. Chin, N. Shafiq, M.F. Nuruddin

Abstract:

In the modern construction practices, industrial wastes or by-products are largely used as raw materials in cement and concrete. These impart many benefits to the environment and bringabout an economic impact because the cost of waste disposal is constantly increasing due to strict environmental regulations. It was reported in literature that the leakage of oil onto concrete element in older cement grinding unit resulted in concrete with greater resistance to freezing and thawing. This effect was thought to be similar to adding an air-entraining chemical admixture to concrete. This paper presents an investigation on the load deflection behaviour and crack patterns of reinforced concrete (RC) beams subjected to four point loading. Ten 120x260x1900 mm beams were cast with 100% ordinary Portland cement (OPC) concrete, 20% fly ash (FA) and 20% rice husk ash (RHA) blended cement concrete. 0.15% dosage of admixtures (used engine oil, new engine oil, and superplasticizer) was used throughout the experiment. Results show that OPC and OPC/RHA RC beams containing used engine oil and superplasticizer exhibit higher capacity, 18-26% than their corresponding control mix.

Keywords: by-products, RC beams, superplasticizer, used engine oil

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103 Formosa3: A Cloud-Enabled HPC Cluster in NCHC

Authors: Chin-Hung Li, Te-Ming Chen, Ying-Chuan Chen, Shuen-Tai Wang

Abstract:

This paper proposes a new approach to offer a private cloud service in HPC clusters. In particular, our approach relies on automatically scheduling users- customized environment request as a normal job in batch system. After finishing virtualization request jobs, those guest operating systems will dismiss so that compute nodes will be released again for computing. We present initial work on the innovative integration of HPC batch system and virtualization tools that aims at coexistence such that they suffice for meeting the minimizing interference required by a traditional HPC cluster. Given the design of initial infrastructure, the proposed effort has the potential to positively impact on synergy model. The results from the experiment concluded that goal for provisioning customized cluster environment indeed can be fulfilled by using virtual machines, and efficiency can be improved with proper setup and arrangements.

Keywords: Cloud Computing, HPC Cluster, Private Cloud, Virtualization

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102 Structural Behaviour of Partially Filled Steel Grid Composite Deck

Authors: Hyun-Seop Shin, Chin-Hyung Lee, Ki-Tae Park

Abstract:

In order to apply partially filled steel grid composite deck as the horizontal supporting structure of various kinds of infrastructures, the variation of its flexural strength according to design parameters such as cross and longitudinal bars constituting the steel grid and the type of shear connection is evaluated and compared experimentally. The result shows that the design sensitivity of the deck to the spacing of the cross bars is insignificant in the case of structure with low risk of punching failure or without load distribution problem. By means of shear connection composed by transverse rebar and longitudinal bar without additional shear stud bolts, the complete interaction between steel grid and concrete slab is able to be achieved and the composite deck can develop its bending resistance capacity.

Keywords: bending strength, composite action, shear connection, steel grid composite deck

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101 Valuing Patents on Market Reaction to Patent Infringement Litigations

Authors: Yu J. Chiu, Chia H. Yeh

Abstract:

Innovation is more important in any companies. However, it is not easy to measure the innovation performance correctly. Patent is one of measuring index nowadays. This paper wants to purpose an approach for valuing patents based on market reaction to patent infringement litigations. The interesting phenomenon is found from collection of patent infringement litigation events. That is if any patent litigation event occurs the stock value will follow changing. The plaintiffs- stock value raises some percentage. According to this interesting phenomenon, the relationship between patent litigation and stock value is tested and verified. And then, the stock value variation is used to deduce the infringed patents- value. The purpose of this study is providing another concept model to evaluate the infringed patents. This study can provide a decision assist system to help drafting patent litigation strategy and determine the technology value

Keywords: Patent valuation, infringement litigations, stock value, artificial neural networks.

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100 Design and Characterization of a CMOS Process Sensor Utilizing Vth Extractor Circuit

Authors: Rohana Musa, Yuzman Yusoff, Chia Chieu Yin, Hanif Che Lah

Abstract:

This paper presents the design and characterization of a low power Complementary Metal Oxide Semiconductor (CMOS) process sensor. The design is targeted for implementation using Silterra’s 180 nm CMOS process technology. The proposed process sensor employs a voltage threshold (Vth) extractor architecture for detection of variations in the fabrication process. The process sensor generates output voltages in the range of 401 mV (fast-fast corner) to 443 mV (slow-slow corner) at nominal condition. The power dissipation for this process sensor is 6.3 µW with a supply voltage of 1.8V with a silicon area of 190 µm X 60 µm. The preliminary result of this process sensor that was fabricated indicates a close resemblance between test and simulated results.

Keywords: CMOS Process sensor, Process, Voltage and Temperature (PVT) sensor, threshold extractor circuit, Vth extractor circuit.

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99 An AK-Chart for the Non-Normal Data

Authors: Chia-Hau Liu, Tai-Yue Wang

Abstract:

Traditional multivariate control charts assume that measurement from manufacturing processes follows a multivariate normal distribution. However, this assumption may not hold or may be difficult to verify because not all the measurement from manufacturing processes are normal distributed in practice. This study develops a new multivariate control chart for monitoring the processes with non-normal data. We propose a mechanism based on integrating the one-class classification method and the adaptive technique. The adaptive technique is used to improve the sensitivity to small shift on one-class classification in statistical process control. In addition, this design provides an easy way to allocate the value of type I error so it is easier to be implemented. Finally, the simulation study and the real data from industry are used to demonstrate the effectiveness of the propose control charts.

Keywords: Multivariate control chart, statistical process control, one-class classification method.

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98 Preparation and Characterization of Photocatalyst for the Conversion of Carbon Dioxide to Methanol

Authors: D. M. Reddy Prasad, Nur Sabrina Binti Rahmat, Huei Ruey Ong, Chin Kui Cheng, Maksudur Rahman Khan, D. Sathiyamoorthy

Abstract:

Carbon dioxide (CO2) emission to the environment is inevitable which is responsible for global warming. Photocatalytic reduction of CO2 to fuel, such as methanol, methane etc. is a promising way to reduce greenhouse gas CO2 emission. In the present work, Bi2S3/CdS was synthesized as an effective visible light responsive photocatalyst for CO2 reduction into methanol. The Bi2S3/CdS photocatalyst was prepared by hydrothermal reaction. The catalyst was characterized by X-ray diffraction (XRD) instrument. The photocatalytic activity of the catalyst has been investigated for methanol production as a function of time. Gas chromatograph flame ionization detector (GC-FID) was employed to analyze the product. The yield of methanol was found to increase with higher CdS concentration in Bi2S3/CdS and the maximum yield was obtained for 45 wt% of Bi2S3/CdS under visible light irradiation was 20 μmole/g. The result establishes that Bi2S3/CdS is favorable catalyst to reduce CO2 to methanol.

Keywords: Photocatalyst, Carbon dioxide reduction, visible light, Irradiation.

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97 Predictive Clustering Hybrid Regression(pCHR) Approach and Its Application to Sucrose-Based Biohydrogen Production

Authors: Nikhil, Ari Visa, Chin-Chao Chen, Chiu-Yue Lin, Jaakko A. Puhakka, Olli Yli-Harja

Abstract:

A predictive clustering hybrid regression (pCHR) approach was developed and evaluated using dataset from H2- producing sucrose-based bioreactor operated for 15 months. The aim was to model and predict the H2-production rate using information available about envirome and metabolome of the bioprocess. Selforganizing maps (SOM) and Sammon map were used to visualize the dataset and to identify main metabolic patterns and clusters in bioprocess data. Three metabolic clusters: acetate coupled with other metabolites, butyrate only, and transition phases were detected. The developed pCHR model combines principles of k-means clustering, kNN classification and regression techniques. The model performed well in modeling and predicting the H2-production rate with mean square error values of 0.0014 and 0.0032, respectively.

Keywords: Biohydrogen, bioprocess modeling, clusteringhybrid regression.

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96 Multifunctional Barcode Inventory System for Retailing. Are You Ready for It?

Authors: Ling Shi Cai, Leau Yu Beng, Charlie Albert Lasuin, Tan Soo Fun, Chin Pei Yee

Abstract:

This paper explains the development of Multifunctional Barcode Inventory Management System (MBIMS) to manage inventory and stock ordering. Today, most of the retailing market is still manually record their stocks and its effectiveness is quite low. By providing MBIMS, it will bring effectiveness to retailing market in inventory management. MBIMS will not only save time in recording input, output and refilling the inventory stock, but also in calculating remaining stock and provide auto-ordering function. This system is developed through System Development Life Cycle (SDLC) and the flow and structure of the system is fully built based on requirements of a retailing market. Furthermore, this system has been developed from methodical research and study where each part of the system is vigilantly designed. Thus, MBIMS will offer a good solution to the retailing market in achieving effectiveness and efficiency in inventory management.

Keywords: Inventory, Retailing Market, Barcode, Automated Alerting and Ordering

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95 A Dynamic Hybrid Option Pricing Model by Genetic Algorithm and Black- Scholes Model

Authors: Yi-Chang Chen, Shan-Lin Chang, Chia-Chun Wu

Abstract:

Unlike this study focused extensively on trading behavior of option market, those researches were just taken their attention to model-driven option pricing. For example, Black-Scholes (B-S) model is one of the most famous option pricing models. However, the arguments of B-S model are previously mentioned by some pricing models reviewing. This paper following suggests the importance of the dynamic character for option pricing, which is also the reason why using the genetic algorithm (GA). Because of its natural selection and species evolution, this study proposed a hybrid model, the Genetic-BS model which combining GA and B-S to estimate the price more accurate. As for the final experiments, the result shows that the output estimated price with lower MAE value than the calculated price by either B-S model or its enhanced one, Gram-Charlier garch (G-C garch) model. Finally, this work would conclude that the Genetic-BS pricing model is exactly practical.

Keywords: genetic algorithm, Genetic-BS, option pricing model.

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94 Training Engineering Students in Sustainable Development

Authors: Hoong C. Chin, Soon H. Chew, Zhaoxia Wang

Abstract:

Work on sustainable developments and the call for action in education for sustainable development have been ongoing for a number of years. Training engineering students with the relevant competencies, particularly in sustainable development literacy, has been identified as an urgent task in universities. This requires not only a holistic, multi-disciplinary approach to education but also a suitable training environment to develop the needed skills and to inculcate the appropriate attitudes in students towards sustainable development. To demonstrate how this can be done, a module involving an overseas field trip was introduced in 2013 at the National University of Singapore. This paper provides details of the module and describes its training philosophy and methods. Measured against the student learning outcomes, stipulated by the Engineering Accreditation Board, the module scored well on all of them, particularly those related to complex problem solving, environmental and sustainability awareness, multi-disciplinary team work and varied-level communications.

Keywords: Civil engineering education, student learning outcomes, sustainable development.

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93 Reducing Power Consumption in Cloud Platforms using an Effective Mechanism

Authors: Shuen-Tai Wang, Chin-Hung Li, Ying-Chuan Chen

Abstract:

In recent years there has been renewal of interest in the relation between Green IT and Cloud Computing. The growing use of computers in cloud platform has caused marked energy consumption, putting negative pressure on electricity cost of cloud data center. This paper proposes an effective mechanism to reduce energy utilization in cloud computing environments. We present initial work on the integration of resource and power management that aims at reducing power consumption. Our mechanism relies on recalling virtualization services dynamically according to user-s virtualization request and temporarily shutting down the physical machines after finish in order to conserve energy. Given the estimated energy consumption, this proposed effort has the potential to positively impact power consumption. The results from the experiment concluded that energy indeed can be saved by powering off the idling physical machines in cloud platforms.

Keywords: Green IT, Cloud Computing, virtualization, power consumption.

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92 Efficiency Improvements of GaAs-based Solar Cells by Hydrothermally-deposited ZnO Nanostructure Array

Authors: Chun-Yuan Huang, Chiao-Yang Cheng, Chun-Yem Huang, Yan-Kuin Su, James Chin-Lung Fang

Abstract:

ZnO nanostructures including nanowires, nanorods, and nanoneedles were successfully deposited on GaAs substrates, respectively, by simple two-step chemical method for the first time. A ZnO seed layer was firstly pre-coated on the O2-plasma treated substrate by sol-gel process, followed by the nucleation of ZnO nanostructures through hydrothermal synthesis. Nanostructures with different average diameter (15-250 nm), length (0.9-1.8 μm), density (0.9-16×109 cm-2) were obtained via adjusting the growth time and concentration of precursors. From the reflectivity spectra, we concluded ordered and taper nanostructures were preferential for photovoltaic applications. ZnO nanoneedles with an average diameter of 106 nm, a moderate length of 2.4 μm, and the density of 7.2×109 cm-2 could be synthesized in the concentration of 0.04 M for 18 h. Integrated with the nanoneedle array, the power conversion efficiency of single junction solar cell was increased from 7.3 to 12.2%, corresponding to a 67% improvement.

Keywords: Anti-reflection, Chemical synthesis, Solar cells, ZnO nanostructures.

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91 Principal Component Regression in Noninvasive Pineapple Soluble Solids Content Assessment Based On Shortwave Near Infrared Spectrum

Authors: K. S. Chia, H. Abdul Rahim, R. Abdul Rahim

Abstract:

The Principal component regression (PCR) is a combination of principal component analysis (PCA) and multiple linear regression (MLR). The objective of this paper is to revise the use of PCR in shortwave near infrared (SWNIR) (750-1000nm) spectral analysis. The idea of PCR was explained mathematically and implemented in the non-destructive assessment of the soluble solid content (SSC) of pineapple based on SWNIR spectral data. PCR achieved satisfactory results in this application with root mean squared error of calibration (RMSEC) of 0.7611 Brix°, coefficient of determination (R2) of 0.5865 and root mean squared error of crossvalidation (RMSECV) of 0.8323 Brix° with principal components (PCs) of 14.

Keywords: Pineapple, Shortwave near infrared, Principal component regression, Non-invasive measurement; Soluble solids content

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90 Adaptive Path Planning for Mobile Robot Obstacle Avoidance

Authors: Rong-Jong Wai, Chia-Ming Liu

Abstract:

Generally speaking, the mobile robot is capable of sensing its surrounding environment, interpreting the sensed information to obtain the knowledge of its location and the environment, planning a real-time trajectory to reach the object. In this process, the issue of obstacle avoidance is a fundamental topic to be challenged. Thus, an adaptive path-planning control scheme is designed without detailed environmental information, large memory size and heavy computation burden in this study for the obstacle avoidance of a mobile robot. In this scheme, the robot can gradually approach its object according to the motion tracking mode, obstacle avoidance mode, self-rotation mode, and robot state selection. The effectiveness of the proposed adaptive path-planning control scheme is verified by numerical simulations of a differential-driving mobile robot under the possible occurrence of obstacle shapes.

Keywords: Adaptive Path Planning, Mobile Robot ObstacleAvoidance

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89 An Exploration on Competency-Based Curricula in Integrated Circuit Design

Authors: Chih Chin Yang, Chung Shan Sun

Abstract:

In this paper the relationships between professional competences and school curriculain IC design industry are explored. The semi-structured questionnaire survey and focus group interview is the research method. Study participants are graduates of microelectronics engineering professional departments who are currently employed in the IC industry. The IC industries are defined as the electronic component manufacturing industry and optical-electronic component manufacturing industry in the semiconductor industry and optical-electronic material devices, respectively. Study participants selected from IC design industry include IC engineering and electronic & semiconductor engineering. The human training with IC design professional competence in microelectronics engineering professional departments is explored in this research. IC professional competences of human resources in the IC design industry include general intelligence and professional intelligence.

Keywords: IC design, curricula, competence, task, duty.

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88 Eyeball Motion Controlled Wheelchair Using IR Sensors

Authors: Monika Jain, Shikhar Puri, Shivali Unishree

Abstract:

This paper presents the ‘Eye Ball Motion Controlled Wheelchair using IR Sensors’ for the elderly and differently abled people. In this eye tracking based technology, three Proximity Infrared (IR) sensor modules are mounted on an eye frame to trace the movement of the iris. Since, IR sensors detect only white objects; a unique sequence of digital bits is generated corresponding to each eye movement. These signals are then processed via a micro controller IC (PIC18F452) to control the motors of the wheelchair. The potential and efficiency of previously developed rehabilitation systems that use head motion, chin control, sip-n-puff control, voice recognition, and EEG signals variedly have also been explored in detail. They were found to be inconvenient as they served either limited usability or non-affordability. After multiple regression analyses, the proposed design was developed as a cost-effective, flexible and stream-lined alternative for people who have trouble adopting conventional assistive technologies.

Keywords: Eye tracking technology, Intelligent wheelchair, IR module, rehabilitation technology.

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87 The Consumer Responses toward the Offensive Product Advertising

Authors: Chin Tangtarntana

Abstract:

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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86 How to Affect Brand Attitude with Authenticity in Advertising

Authors: Yun-Chia Tang, Hung-Chang Chiu

Abstract:

Authenticity in advertising is the cornerstone of modern marketing. Despite research advances related to the role of authenticity in marketing, it remains unclear why customers respond to authentic brand stories. The results show that different personality traits will moderate the influence of different authenticity on the levels of emotion. Whether indexically authentic or iconically authentic advertisements were shown to extroverts, open people and agreeable people, they will evoke more positive emotions. When neurotic people and conscientious people see the iconically authentic advertising rather than the indexically authentic advertising, they will produce more negative emotions. In addition, the emotion evoked by advertising had significant positive impact on brand attitude evoked by advertising had significant negative impact on brand attitude. These findings provide some managerial implications and directions for further research.

Keywords: Advertising, authenticity, emotion, personality traits.

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85 Unsteady Simulation of Burning Off Carbon Deposition in a Coke Oven

Authors: Uzu-Kuei Hsu, Keh-Chin Chang, Joo-Guan Hang

Abstract:

Carbon Deposits are often occurred inside the industrial coke oven during coking process. Accumulation of carbon deposits may cause a big issue, which seriously influences the coking operation. The carbon is burning off by injecting fresh air through pipes into coke oven which is an efficient way practically operated in industries. The burning off carbon deposition in coke oven performed by Computational Fluid Dynamics (CFD) method has provided an evaluation of the feasibility study. A three dimensional, transient, turbulent reacting flow simulation has performed with three different injecting air flow rate and another kind of injecting configuration. The result shows that injection higher air flow rate would effectively reduce the carbon deposits. In the meantime, the opened charging holes would suck extra oxygen from atmosphere to participate in reactions. In term of coke oven operating limits, the wall temperatures are monitored to prevent over-heating of the adiabatic walls during burn-off process.

Keywords: Coke oven, burning off, carbon deposits, carbon combustion, CFD.

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84 Experimenting with Error Performance of Systems Employing Pulse Shaping Filters on a Software-Defined-Radio Platform

Authors: Chia-Yu Yao

Abstract:

This paper presents experimental results on testing the symbol-error-rate (SER) performance of quadrature amplitude modulation (QAM) systems employing symmetric pulse-shaping square-root (SR) filters designed by minimizing the roughness function and by minimizing the peak-to-average power ratio (PAR). The device used in the experiments is the 'bladeRF' software-defined-radio platform. PAR is a well-known measurement, whereas the roughness function is a concept for measuring the jitter-induced interference. The experimental results show that the system employing minimum-roughness pulse-shaping SR filters outperforms the system employing minimum-PAR pulse-shaping SR filters in the sense of SER performance.

Keywords: Pulse-shaping filters, jitter, inter-symbol interference, symmetric FIR filters, QAM

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