Search results for: Tang Sai Hong
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 379

Search results for: Tang Sai Hong

319 Managing HR Knowledge in a Large Privately Owned Enterprise: An Empirical Case Analysis

Authors: Cindy Wang-Cowham, Judy Ningyu Tang

Abstract:

The paper contributes towards the development of scarce literature on HR knowledge management. Drawing literature from knowledge management, the authors define the meaning of HR knowledge and propose that there are social mechanisms in organizations that facilitate the management and sharing of HR knowledge. Instead of investigating the subject in large multinational corporations, the present paper examines it in a large Chinese privately owned enterprise, which has an international standing. The main finding of the case analysis is that communication and feedback plays a pivotal role when managing HR knowledge. Social mechanisms can stimulate the communication and feedback between employees, thus facilitate knowledge exchange.

Keywords: HR knowledge, knowledge management, large privately owned enterprises, China.

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318 On Weakly Prime and Weakly Quasi-Prime Fuzzy Left Ideals in Ordered Semigroups

Authors: Jian Tang

Abstract:

In this paper, we first introduce the concepts of weakly prime and weakly quasi-prime fuzzy left ideals of an ordered semigroup S. Furthermore, we give some characterizations of weakly prime and weakly quasi-prime fuzzy left ideals of an ordered semigroup S by the ordered fuzzy points and fuzzy subsets of S.

Keywords: Ordered semigroup, ordered fuzzy point, weakly prime fuzzy left ideal, weakly quasi-prime fuzzy left ideal.

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317 Community Innovation in Sustainable Development: A Cross Case Study

Authors: Tingan Tang, Kimmo Karhu, Matti Hamalainen

Abstract:

Although in sustainable development field, innovative solutions have been sought worldwide by environmental groups, academia, governments and companies for many years, recently, citizens and communities have emerged as a new group and taken more and more active role in this field. Many scholars call for more research on the role of community and community innovation in sustainable development. This paper is to respond to the calls. In this paper, we first summarize a comprehensive set of innovation principles. Then, we do a qualitative cross case study by comparing three community innovation cases in three different areas of sustainable development according to the innovation principles. Finally, we summarize the case comparison and discuss the implications to sustainable development. A unified role model and innovation distribution map of community innovation are developed to better understand community innovation in sustainable development..

Keywords: Community innovation, grassroots innovation, sustainable development, sustainability.

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316 A Power Conversion System using the Renewable Energies for HEV Charger

Authors: Jin-Hong Kim, Joon Sung Park, Jun-Hyuk Choi, In-Soung Jung

Abstract:

With a development of Hybrid Electric Vehicle(HEV), A photovoltaic(PV) generation system is used for charging batteries in many cases. A dc/dc converter using PV power for a battery charger requires a high efficiency. In this paper, A ZVS boost converter using the renewable energies for HEV charger is proposed. Through the theoretical analysis and experimental result, operation modes and characteristics of the proposed topology are verified.

Keywords: HEV, EV, charger, resonant

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315 A Study of the Garbage Enzyme's Effects in Domestic Wastewater

Authors: Fu E. Tang, Chung W. Tong

Abstract:

“Garbage enzyme", a fermentation product of kitchen waste, water and brown sugar, is claimed in the media as a multipurpose solution for household and agricultural uses. This study assesses the effects of dilutions (5% to 75%) of garbage enzyme in reducing pollutants in domestic wastewater. The pH of the garbage enzyme was found to be 3.5, BOD concentration about 150 mg/L. Test results showed that the garbage enzyme raised the wastewater-s BOD in proportion to its dilution due to its high organic content. For mixtures with more than 10% garbage enzyme, its pH remained acidic after the 5-day digestion period. However, it seems that ammonia nitrogen and phosphorus could be removed by the addition of the garbage enzyme. The most economic solution for removal of ammonia nitrogen and phosphorus was found to be 9%. Further tests are required to understand the removal mechanisms of the ammonia nitrogen and phosphorus.

Keywords: Wastewater treatment, garbage enzyme, wastewater additives, ammonia nitrogen, phosphorus.

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314 Nonlinear Integral-Type Sliding Surface for Synchronization of Chaotic Systems with Unknown Parameters

Authors: Hongji Tang, Yanbo Gao, Yue Yu

Abstract:

This paper presents a new nonlinear integral-type sliding surface for synchronizing two different chaotic systems with parametric uncertainty. On the basis of Lyapunov theorem and average dwelling time method, we obtain the control gains of controllers which are derived to achieve chaos synchronization. In order to reduce the gains, the error system is modeled as a switching system. We obtain the sufficient condition drawn for the robust stability of the error dynamics by stability analysis. Then we apply it to guide the design of the controllers. Finally, numerical examples are used to show the robustness and effectiveness of the proposed control strategy.

Keywords: Chaos synchronization, Nonlinear sliding surface, Control gains, Sliding mode control.

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313 A Study of Water Consumption in Two Malaysian Resorts

Authors: Fu E. Tang

Abstract:

In the effort to reduce water consumption for resorts, more water conservation practices need to be implemented. Hence water audits need to be performed to obtain a baseline of water consumption, before planning water conservation practices. In this study, a water audit framework specifically for resorts was created, and the audit was performed on two resorts: Resort A in Langkawi, Malaysia; and Resort B in Miri, Malaysia. From the audit, the total daily water consumption for Resorts A and B were estimated to be 180m3 and 330 m3 respectively, while the actual water consumption (based on water meter readings) were 175 m3 and 325 m3. This suggests that the audit framework is reasonably accurate and may be used to account for most of the water consumption sources in a resort. The daily water consumption per guest is about 500 litres. The water consumption of both resorts is poorly rated compared with established benchmarks. Water conservation measures were suggested for both resorts.

Keywords: water consumption patterns, water conservation practices, water audit, water audit framework.

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312 Percolation Transition with Hidden Variables in Complex Networks

Authors: Zhanli Zhang, Wei Chen, Xin Jiang, Lili Ma, Shaoting Tang, Zhiming Zheng

Abstract:

A new class of percolation model in complex networks, in which nodes are characterized by hidden variables reflecting the properties of nodes and the occupied probability of each link is determined by the hidden variables of the end nodes, is studied in this paper. By the mean field theory, the analytical expressions for the phase of percolation transition is deduced. It is determined by the distribution of the hidden variables for the nodes and the occupied probability between pairs of them. Moreover, the analytical expressions obtained are checked by means of numerical simulations on a particular model. Besides, the general model can be applied to describe and control practical diffusion models, such as disease diffusion model, scientists cooperation networks, and so on.

Keywords: complex networks, percolation transition, hidden variable, occupied probability.

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311 On Completely Semiprime, Semiprime and Prime Fuzzy Ideals in Ordered Semigroups

Authors: Jian Tang

Abstract:

In this paper, we first introduce the new concept of completely semiprime fuzzy ideals of an ordered semigroup S, which is an extension of completely semiprime ideals of ordered semigroup S, and investigate some its related properties. Especially, we characterize an ordered semigroup that is a semilattice of simple ordered semigroups in terms of completely semiprime fuzzy ideals of ordered semigroups. Furthermore, we introduce the notion of semiprime fuzzy ideals of ordered semigroup S and establish the relations between completely semiprime fuzzy ideals and semiprime fuzzy ideals of S. Finally, we give a characterization of prime fuzzy ideals of an ordered semigroup S and show that a nonconstant fuzzy ideal f of an ordered semigroup S is prime if and only if f is twovalued, and max{f(a), f(b)} = inf f((aSb]), ∀a, b ∈ S.

Keywords: Ordered fuzzy point, fuzzy left (right) ideal of anordered semigroup, completely semiprime fuzzy ideal, semiprimefuzzy ideal, prime fuzzy ideal.

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310 Nanosize Structure Phase States in the Titanium Surface Layers after Electroexplosive Carburizing and Subsequent Electron Beam Treatment

Authors: Victor E. Gromov, Evgenii A. Budovskikh, Ludmila P. Bashchenko, Yurii F. Ivanov, Anna V. Ionina, Nina A. Soskova, Guoyi Tang

Abstract:

The peculiarities of the nanoscale structure-phase states formed after electroexplosive carburizing and subsequent electron-beam treatment of technically pure titanium surface in different regimes are established by methods of transmission electron diffraction microscopy and physical mechanisms are discussed. Electroexplosive carburizing leads to surface layer formation (40 m thickness) with increased (in 3.5 times) microhardness. It consists of β-titanium, graphite (monocrystals 100-150 nm, polycrystals 5-10 nm, amorphous particles 3-5nm), TiC (5-10 nm), β-Ti02 (2-20nm). After electron-beam treatment additionally increasing the microhardness the surface layer consists of TiC.

Keywords: nanoscale, phase, structure, titanium

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309 The Experimental Study of the Effect of Flow Pattern Geometry on Performance of Micro Proton Exchange Membrane Fuel Cell

Authors: Tang Yuan Chen, Chang Hsin Chen, Chiun Hsun Chen

Abstract:

In this research, the flow pattern influence on performance of a micro PEMFC was investigated experimentally. The investigation focused on the impacts of bend angels and rib/channel dimensions of serpentine flow channel pattern on the performance and investigated how they improve the performance. The fuel cell employed for these experiments was a micro single PEMFC with a membrane of 1.44 cm2 Nafion NRE-212. The results show that 60° and 120° bend angles can provide the better performances at 20 and 40 sccm inlet flow rates comparing to that the conventional design. Additionally, wider channel with narrower rib spacing gives better performance. These results may be applied to develop universal heuristics for the design of flow pattern of micro PEMFC.

Keywords: Flow pattern, MEMS, PEMFC, Performance

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308 Evaluating New Service Development Performance Based on Multigranular Linguistic Assessment

Authors: Wen-Pai Wang, Mei-Ching Tang

Abstract:

The service sector continues to grow and the percentage of GDP accounted for by service industries keeps increasing. The growth and importance of service to an economy is not just a phenomenon of advanced economies, service is now a majority of the world gross domestic products. However, the performance evaluation process of new service development problems generally involves uncertain and imprecise data. This paper presents a 2-tuple fuzzy linguistic computing approach to dealing with heterogeneous information and information loss problems while the processes of subjective evaluation integration. The proposed method based on group decision-making scenario to assist business managers in measuring performance of new service development manipulates the heterogeneity integration processes and avoids the information loss effectively.

Keywords: Heterogeneity, Multigranular linguistic computing, New service development, Performance evaluation.

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307 A Source Point Distribution Scheme for Wave-Body Interaction Problem

Authors: Aichun Feng, Zhi-Min Chen, Jing Tang Xing

Abstract:

A two-dimensional linear wave-body interaction problem can be solved using a desingularized integral method by placing free surface Rankine sources over calm water surface and satisfying boundary conditions at prescribed collocation points on the calm water surface. A new free-surface Rankine source distribution scheme, determined by the intersection points of free surface and body surface, is developed to reduce numerical computation cost. Associated with this, a new treatment is given to the intersection point. The present scheme results are in good agreement with traditional numerical results and measurements.

Keywords: Source point distribution, panel method, Rankine source, desingularized algorithm.

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306 Computing Visibility Subsets in an Orthogonal Polyhedron

Authors: Jefri Marzal, Hong Xie, Chun Che Fung

Abstract:

Visibility problems are central to many computational geometry applications. One of the typical visibility problems is computing the view from a given point. In this paper, a linear time procedure is proposed to compute the visibility subsets from a corner of a rectangular prism in an orthogonal polyhedron. The proposed algorithm could be useful to solve classic 3D problems.

Keywords: Visibility, rectangular prism, orthogonal polyhedron.

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305 Exploring the Influences on Entrainment of Serpentines by Grinding and Reagents

Authors: M. Tang, S. M. Wen, D. W. Liu

Abstract:

This paper presents the influences on the entrainment of serpentines by grinding and reagents during copper–nickel sulfide flotation. The previous bench flotation tests were performed to extract the metallic values from the ore in Yunnan Mine, China and the relatively satisfied results with recoveries of 86.92% Cu, 54.92% Ni, and 74.73% Pt+Pd in the concentrate were harvested at their grades of 4.02%, 3.24% and 76.61 g/t, respectively. However, the content of MgO in the concentrate was still more than 19%. Micro-flotation tests were conducted with the objective of figuring out the influences on the entrainment of serpentines into the concentrate by particle size, flocculants or depressants and collectors, as well as visual observations in suspension by OLYMPUS camera. All the tests results pointed to the presences of both “entrapped-in” serpentines and its coating on the hydrophobic flocs resulted from strong collectors (combination of butyl xanthate, butyl ammonium dithophosphate, even after adding carboxymethyl cellulose as effective depressant. And fine grinding may escalate the entrainment of serpentines in the concentrate.

Keywords: Serpentine, copper and nickel sulfides, flotation, entrainment.

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304 Color Image Segmentation Using Competitive and Cooperative Learning Approach

Authors: Yinggan Tang, Xinping Guan

Abstract:

Color image segmentation can be considered as a cluster procedure in feature space. k-means and its adaptive version, i.e. competitive learning approach are powerful tools for data clustering. But k-means and competitive learning suffer from several drawbacks such as dead-unit problem and need to pre-specify number of cluster. In this paper, we will explore to use competitive and cooperative learning approach to perform color image segmentation. In competitive and cooperative learning approach, seed points not only compete each other, but also the winner will dynamically select several nearest competitors to form a cooperative team to adapt to the input together, finally it can automatically select the correct number of cluster and avoid the dead-units problem. Experimental results show that CCL can obtain better segmentation result.

Keywords: Color image segmentation, competitive learning, cluster, k-means algorithm, competitive and cooperative learning.

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303 Early-Age Structural and Thermal Performance of GGBS Concrete

Authors: Kangkang Tang

Abstract:

A large amount of blast furnace slag is generated in China. Most ground granulated blast furnace slag (GGBS) however ends up in low-grade applications. Blast furnace slag, ground to an appropriate fineness, can be used as a partial replacement of cementitious material in concrete. The potential for using GGBS in structural concrete, e.g. concrete beams and columns is investigated at Xi’an Jiaotong-Liverpool University (XJTLU). With 50% of CEM I cement replaced with GGBS, peak hydration temperatures determined in a suspended concrete slab reduced by 20%. This beneficiary effect has not been further improved with 70% of CEM I replaced with GGBS. Partial replacement of CEM I with GGBS has a retardation effect on the early-age strength of concrete. More GGBS concrete mixes will be conducted to identify an ‘optimum’ replacement level which will lead to a reduced thermal loading, without significantly compromising the early-age strength of concrete.

Keywords: GGBS, thermal effect, sustainable construction, CEM I.

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302 Effect of Time Delay on the Transmission of Dengue Fever

Authors: K. Patanarapelert, I.M. Tang

Abstract:

The effect of a time delay on the transmission on dengue fever is studied. The time delay is due to the presence of an incubation period for the dengue virus to develop in the mosquito before the mosquito becomes infectious. The conditions for the existence of a Hopf bifurcation to limit cycle behavior are established. The conditions are different from the usual one and they are based on whether a particular third degree polynomial has positive real roots. A theorem for determining whether for a given set of parameter values, a critical delay time exist is given. It is found that for a set of realistic values of the parameters in the model, a Hopf bifurcation can not occur. For a set of unrealistic values of some of the parameters, it is shown that a Hopf bifurcation can occur. Numerical solutions using this last set show the trajectory of two of the variables making a transition from a spiraling orbit to a limit cycle orbit.

Keywords: Dengue fever transmission, time delay, Hopfbifurcation, limit cycle behavior

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301 An Energy Consumption Study for a Malaysian University

Authors: Fu E. Tang

Abstract:

The increase in energy demand has raised concerns over adverse impacts on the environment from energy generation. It is important to understand the status of energy consumption for institutions such as Curtin Sarawak to ensure the sustainability of energy usage, and also to reduce its costs. In this study, a preliminary audit framework was developed and was conducted around the Malaysian campus to obtain information such as the number and specifications of electrical appliances, built-up area and ambient temperature to understand the relationship of these factors with energy consumption. It was found that the number and types of electrical appliances, population and activities in the campus impacted the energy consumption of Curtin Sarawak directly. However, the built-up area and ambient temperature showed no clear correlation with energy consumption. An investigation of the diurnal and seasonal energy consumption of the campus was also carried out. From the data, recommendations were made to improve the energy efficiency of the campus.

Keywords: Energy audit, energy consumption, energy efficiency

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300 Tidal Flow Patterns Near A Coastal Headland

Authors: Fu E. Tang, Daoyi Chen

Abstract:

Experimental investigations were carried out in the Manchester Tidal flow Facility (MTF) to study the flow patterns in the region around and adjacent to a hypothetical headland in tidal (oscillatory) ambient flow. The Planar laser-induced fluorescence (PLIF) technique was used for visualization, with fluorescent dye released at specific points around the headland perimeter and in its adjacent recirculation zone. The flow patterns can be generalized into the acceleration, stable flow and deceleration stages for each halfcycle, with small variations according to location, which are more distinct for low Keulegan-Carpenter number (KC) cases. Flow patterns in the mixing region are unstable and complex, especially in the recirculation zone. The flow patterns are in agreement with previous visualizations, and support previous results in steady ambient flow. It is suggested that the headland lee could be a viable location for siting of pollutant outfalls.

Keywords: Planar laser-induced Fluorescence, recirculation zone, tidal flow, wake flows

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299 A Study of Performance of Wastewater Treatment Systems for Small Sites

Authors: Fu E. Tang, Vun J. Ngu

Abstract:

The pollutant removal efficiency of the Intermittently Decanted Extended Aeration (IDEA) wastewater treatment system at Curtin University Sarawak Campus, and conventional activated sludge wastewater treatment system at a local resort, Resort A, is monitored. The influent and effluent characteristics are tested during wet and dry weather conditions, and peak and off peak periods. For the wastewater treatment systems at Curtin Sarawak and Resort A, during dry weather and peak season, it was found that the BOD5 concentration in the influent is 121.7mg/L and 80.0mg/L respectively, and in the effluent, 18.7mg/L and and 18.0mg/L respectively. Analysis of the performance of the IDEA treatment system showed that the operational costs can be minimized by 3%, by decreasing the number of operating cycles. As for the treatment system in Resort A, by utilizing a smaller capacity air blower, a saving of 12% could be made in the operational costs.

Keywords: Conventional Activated Sludge, IDEA, Performance Monitoring, Wastewater Treatment

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298 Interactive Compromise Approach with Particle Swarm Optimization for Environmental/Economic Power Dispatch

Authors: Ming-Tang Tsai, Chih-Wei Yen

Abstract:

In this paper, an Interactive Compromise Approach with Particle Swarm Optimization(ICA-PSO) is presented to solve the Economic Emission Dispatch(EED) problem. The cost function and emission function are modeled as the nonsmooth functions, respectively. The bi-objective including both the minimization of cost and emission is formulated in this paper. ICA-PSO is proposed to solve EED problem for finding a better compromise solution. The solution methodology can offer a global or near-global solution for decision-making requirements. The effectiveness and efficiency of ICA-PSO are demonstrated by a sample test system. Test results can be shown that the proposed method provide a practical and flexible framework for power dispatch.

Keywords: Interactive Compromise Approach, Emission Control, Economic Dispatch, Particle Swarm Optimization.

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297 Post-Compression Consideration in Video Watermarking for Wireless Communication

Authors: Chuen-Ching Wang, Yao-Tang Chang, Yu-Chang Hsu

Abstract:

A simple but effective digital watermarking scheme utilizing a context adaptive variable length coding (CAVLC) method is presented for wireless communication system. In the proposed approach, the watermark bits are embedded in the final non-zero quantized coefficient of each DCT block, thereby yielding a potential reduction in the length of the coded block. As a result, the watermarking scheme not only provides the means to check the authenticity and integrity of the video stream, but also improves the compression ratio and therefore reduces both the transmission time and the storage space requirements of the coded video sequence. The results confirm that the proposed scheme enables the detection of malicious tampering attacks and reduces the size of the coded H.264 file. Therefore, the current study is feasible to apply in the video applications of wireless communication such as 3G system

Keywords: 3G, wireless communication, CAVLC, digitalwatermarking, motion compensation

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296 Online Collaborative Learning System Using Speech Technology

Authors: Sid-Ahmed. Selouani, Tang-Ho Lê, Chadia Moghrabi, Benoit Lanteigne, Jean Roy

Abstract:

A Web-based learning tool, the Learn IN Context (LINC) system, designed and being used in some institution-s courses in mixed-mode learning, is presented in this paper. This mode combines face-to-face and distance approaches to education. LINC can achieve both collaborative and competitive learning. In order to provide both learners and tutors with a more natural way to interact with e-learning applications, a conversational interface has been included in LINC. Hence, the components and essential features of LINC+, the voice enhanced version of LINC, are described. We report evaluation experiments of LINC/LINC+ in a real use context of a computer programming course taught at the Université de Moncton (Canada). The findings show that when the learning material is delivered in the form of a collaborative and voice-enabled presentation, the majority of learners seem to be satisfied with this new media, and confirm that it does not negatively affect their cognitive load.

Keywords: E-leaning, Knowledge Network, Speech recognition, Speech synthesis.

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295 GPT Onto: A New Beginning for Malaysia Gross Pollutant Trap Ontology

Authors: Chandrika M.J., Lariyah M.S., Alicia Y.C. Tang

Abstract:

Ontology is widely being used as a tool for organizing information, creating the relation between the subjects within the defined knowledge domain area. Various fields such as Civil, Biology, and Management have successful integrated ontology in decision support systems for managing domain knowledge and to assist their decision makers. Gross pollutant traps (GPT) are devices used in trapping and preventing large items or hazardous particles in polluting and entering our waterways. However choosing and determining GPT is a challenge in Malaysia as there are inadequate GPT data repositories being captured and shared. Hence ontology is needed to capture, organize and represent this knowledge into meaningful information which can be contributed to the efficiency of GPT selection in Malaysia urbanization. A GPT Ontology framework is therefore built as the first step to capture GPT knowledge which will then be integrated into the decision support system. This paper will provide several examples of the GPT ontology, and explain how it is constructed by using the Protégé tool.

Keywords: Gross pollutant Trap, Ontology, Protégé.

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294 Application of Double Side Approach Method on Super Elliptical Winkler Plate

Authors: Hsiang-Wen Tang, Cheng-Ying Lo

Abstract:

In this study, the static behavior of super elliptical Winkler plate is analyzed by applying the double side approach method. The lack of information about super elliptical Winkler plates is the motivation of this study and we use the double side approach method to solve this problem because of its superior ability on efficiently treating problems with complex boundary shape. The double side approach method has the advantages of high accuracy, easy calculation procedure and less calculation load required. Most important of all, it can give the error bound of the approximate solution. The numerical results not only show that the double side approach method works well on this problem but also provide us the knowledge of static behavior of super elliptical Winkler plate in practical use.

Keywords: Super elliptical Winkler Plate, double side approach method, error bound.

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293 Polarization Modulation by free-Standing Asymmetric Hole Arrays

Authors: Hong-Wen Hsieh, Shun-Tung Yen

Abstract:

We theoretically demonstrate modulation of light polarization by a crossed rectangular hole array with asymmetric arm lengths. There are two waveguide modes that can modulate the x- and y- polarized incident waves independently. A specific structure is proposed to convert a left-hand incident wave to a right-hand outgoing wave by transmission.

Keywords: Crossed rectangular hole array, extraordinary optical transmission, polarization modulation.

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292 Effect of the Seasonal Variation in the Extrinsic Incubation Period on the Long Term Behavior of the Dengue Hemorrhagic Fever Epidemic

Authors: Puntani Pongsumpun, I-Ming Tang

Abstract:

The incidences of dengue hemorrhagic disease (DHF) over the long term exhibit a seasonal behavior. It has been hypothesized that these behaviors are due to the seasonal climate changes which in turn induce a seasonal variation in the incubation period of the virus while it is developing the mosquito. The standard dynamic analysis is applied for analysis the Susceptible-Exposed- Infectious-Recovered (SEIR) model which includes an annual variation in the length of the extrinsic incubation period (EIP). The presence of both asymptomatic and symptomatic infections is allowed in the present model. We found that dynamic behavior of the endemic state changes as the influence of the seasonal variation of the EIP becomes stronger. As the influence is further increased, the trajectory exhibits sustained oscillations when it leaves the chaotic region.

Keywords: Chaotic behavior, dengue hemorrhagic fever, extrinsic incubation period, SEIR model.

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291 Harmonic Parameters with HHT and Wavelet Transform for Automatic Sleep Stages Scoring

Authors: Wei-Chih Tang, Shih-Wei Lu, Chih-Mong Tsai, Cheng-Yan Kao, Hsiu-Hui Lee

Abstract:

Previously, harmonic parameters (HPs) have been selected as features extracted from EEG signals for automatic sleep scoring. However, in previous studies, only one HP parameter was used, which were directly extracted from the whole epoch of EEG signal. In this study, two different transformations were applied to extract HPs from EEG signals: Hilbert-Huang transform (HHT) and wavelet transform (WT). EEG signals are decomposed by the two transformations; and features were extracted from different components. Twelve parameters (four sets of HPs) were extracted. Some of the parameters are highly diverse among different stages. Afterward, HPs from two transformations were used to building a rough sleep stages scoring model using the classifier SVM. The performance of this model is about 78% using the features obtained by our proposed extractions. Our results suggest that these features may be useful for automatic sleep stages scoring.

Keywords: EEG, harmonic parameter, Hilbert-Huang transform, sleep stages, wavelet transform.

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290 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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