Search results for: current spectrum
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 2898

Search results for: current spectrum

1758 Upgrading Performance of DSR Routing Protocol in Mobile Ad Hoc Networks

Authors: Mehdi Alilou, Mehdi Dehghan

Abstract:

Routing in mobile ad hoc networks is a challenging task because nodes are free to move randomly. In DSR like all On- Demand routing algorithms, route discovery mechanism is associated with great delay. More Clearly in DSR routing protocol to send route reply packet, when current route breaks, destination seeks a new route. In this paper we try to change route selection mechanism proactively. We also define a link stability parameter in which a stability value is assigned to each link. Given this feature, destination node can estimate stability of routes and can select the best and more stable route. Therefore we can reduce the delay and jitter of sending data packets.

Keywords: DSR, MANET, proactive, routing.

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1757 Assessment of Investment Programs in Agriculture in Georgia

Authors: M. Chavleishvili

Abstract:

The paper presents the analysis of the current situation of agricultural development in Georgia. The investment environment that supports development of the agricultural sector is evaluated and the key priorities are identified. The analysis of the projects already implemented with state and EU support, as well as those that are being currently implemented is presented. The policy and the programs supporting development of agricultural sector are analyzed. Based on an analysis of the evaluations of experts and the primary accounting documents, the outcomes of investment programs, their advantages and disadvantages, are studied. Through identifying investment programs in the agricultural sector of Georgia, corresponding conclusions are made, based on which some recommendations are developed.

Keywords: Agriculture, investments, investment programs, projects.

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1756 Perturbation Based Modelling of Differential Amplifier Circuit

Authors: Rahul Bansal, Sudipta Majumdar

Abstract:

This paper presents the closed form nonlinear expressions of bipolar junction transistor (BJT) differential amplifier (DA) using perturbation method. Circuit equations have been derived using Kirchhoff’s voltage law (KVL) and Kirchhoff’s current law (KCL). The perturbation method has been applied to state variables for obtaining the linear and nonlinear terms. The implementation of the proposed method is simple. The closed form nonlinear expressions provide better insights of physical systems. The derived equations can be used for signal processing applications.

Keywords: Differential amplifier, perturbation method, Taylor series.

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1755 Climate Safe House: A Community Housing Project Tackling Catastrophic Sea Level Rise in Coastal Communities

Authors: Chris Fersterer, Col Fay, Tobias Danielmeier, Kat Achterberg, Scott Willis

Abstract:

New Zealand, an island nation, has an extensive coastline peppered with small communities of iconic buildings known as Bachs. Post WWII, these modest buildings were constructed by their owners as retreats and generally were small, low cost, often using recycled material and often they fell below current acceptable building standards. In the latter part of the 20th century, real estate prices in many of these communities remained low and these areas became permanent residences for people attracted to this affordable lifestyle choice. The Blueskin Resilient Communities Trust (BRCT) is an organisation that recognises the vulnerability of communities in low lying settlements as now being prone to increased flood threat brought about by climate change and sea level rise. Some of the inhabitants of Blueskin Bay, Otago, NZ have already found their properties to be un-insurable because of increased frequency of flood events and property values have slumped accordingly. Territorial authorities also acknowledge this increased risk and have created additional compliance measures for new buildings that are less than 2 m above tidal peaks. Community resilience becomes an additional concern where inhabitants are attracted to a lifestyle associated with a specific location and its people when this lifestyle is unable to be met in a suburban or city context. Traditional models of social housing fail to provide the sense of community connectedness and identity enjoyed by the current residents of Blueskin Bay. BRCT have partnered with the Otago Polytechnic Design School to design a new form of community housing that can react to this environmental change. It is a longitudinal project incorporating participatory approaches as a means of getting people ‘on board’, to understand complex systems and co-develop solutions. In the first period, they are seeking industry support and funding to develop a transportable and fully self-contained housing model that exploits current technologies. BRCT also hope that the building will become an educational tool to highlight climate change issues facing us today. This paper uses the Climate Safe House (CSH) as a case study for education in architectural sustainability through experiential learning offered as part of the Otago Polytechnics Bachelor of Design. Students engage with the project with research methodologies, including site surveys, resident interviews, data sourced from government agencies and physical modelling. The process involves collaboration across design disciplines including product and interior design but also includes connections with industry, both within the education institution and stakeholder industries introduced through BRCT. This project offers a rich learning environment where students become engaged through project based learning within a community of practice, including architecture, construction, energy and other related fields. The design outcomes are expressed in a series of public exhibitions and forums where community input is sought in a truly participatory process.

Keywords: Community resilience, problem based learning, project based learning, case study.

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1754 Social and Economic Effects of Mining Industry Restructuring in Romania -Case Studies

Authors: Andra Costache, Gica Pehoiu

Abstract:

As in other countries from Central and Eastern Europe, the economic restructuring occurred in the last decade of the twentieth century affected the mining industry in Romania, an oversize and heavily subsidized sector before 1989. After more than a decade since the beginning of mining restructuring, an evaluation of current social implications of the process it is required, together with an efficiency analysis of the adaptation mechanisms developed at governmental level. This article aims to provide an insight into these issues through case studies conducted in the most important coal basin of Romania, Petroşani Depression.

Keywords: case studies, government programs, miningrestructuring, social effects.

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1753 The Problem of Now in Special Relativity Theory

Authors: Mogens Frank Mikkelsen

Abstract:

Special Relativity Theory (SRT) includes only one characteristic of light, the speed is equal to all observers, and by excluding other relevant characteristics of light, the common interpretation of SRT should be regarded as merely an approximative theory. By rethinking the iconic double light cones, a revised version of SRT can be developed. The revised concept of light cones acknowledges an asymmetry of past and future light cones and introduced a concept of the extended past to explain the predictions as something other than the future. Combining this with the concept of photon-paired events, led to the inference that SRT can support the existence of Now. The paper takes a critical approach to the mathematical assumption behind current interpretation of SRT.

Keywords: Relativity, light cone, Minkowski, time.

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1752 Conductivity and Selection of Copper Clad Steel Wires for Grounding Applications

Authors: George Eduful, Kingsford J. A. Atanga

Abstract:

Copper clad steel wire (CCS) is primarily used for grounding applications to reduce the high incidence of copper ground conductor theft in electrical installations. The cross sectional area of the CCS is selected by relating the diameter equivalence to a copper conductor. The main difficulty is how to use a simple analytical relation to determine the right conductivity of CCS for a particular application. The use of Eddy-Current instrument for measuring conductivity is known but in most cases, the instrument is not readily available. The paper presents a simplified approach on how to size and determine CCS conductivity for a given application.

Keywords: Copper clad steel wire, conductivity, grounding, skin effect.

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1751 Use of Recycled Aggregates in Current Concretes

Authors: K. Krizova, R. Hela

Abstract:

The paper a summary of the results of concretes with partial substitution of natural aggregates with recycled concrete is solved. Design formulas of the concretes were characterised with 20, 40 and 60% substitution of natural 8-16mm fraction aggregates with a selected recycled concrete of analogous coarse fractions. With the product samples an evaluation of coarse fraction aggregates influence on fresh concrete consistency and concrete strength in time was carried out. The results of concretes with aggregates substitution will be compared to reference formula containing only the fractions of natural aggregates.

Keywords: Recycled concrete, natural aggregates, fresh concrete, properties of concrete.

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1750 An Investigation of the Cu-Ni Compound Cathode Materials Affecting on Transient Recovery Voltage

Authors: Arunrungrusmi S, Chaokamnerd W, Tanitteerapan T, Mungkung N., Yuji T.

Abstract:

The purpose of this research was to analyze and compare the instability of a contact surface between Copper and Nickel an alloy cathode in vacuum, the different ratio of Copper and Copper were conducted at 1%, 2% and 4% by using the cathode spot model. The transient recovery voltage is predicted. The cathode spot region is recognized as the collisionless space charge sheath connected with singly ionized collisional plasma. It was found that the transient voltage is decreased with increasing the percentage of an amount of Nickel in cathode materials.

Keywords: Vacuum arc, Instability, Low current, Cathode spot, copper, Nickel, Transient Recovery Voltage.

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1749 Analysis of Possible Draught Size of Container Vessels on the Lower Danube

Authors: Todor Bačkalić, Marinko Maslarić, Milosav Georgijević, Sanja Bojić

Abstract:

Presented article outlines a rationale, why it is necessary to develop competence about infrastructure risk in water transport. Climate changes are evident and require special attention and global monitoring. Current risk assessment methods for Inland waterway transport just consider some dramatic events. We present a new method for the assessment of risk and vulnerability of inland waterway transport where river depth represents a crucial part. The analysis of water level changes in the lower Danube was done for two significant periods (1965-1979 and 1998-2012).

Keywords: Container ship, draught, probability, the Danube.

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1748 AGV Guidance System: An Application of Simple Active Contour for Visual Tracking

Authors: M.Asif, M.R.Arshad, P.A.Wilson

Abstract:

In this paper, a simple active contour based visual tracking algorithm is presented for outdoor AGV application which is currently under development at the USM robotic research group (URRG) lab. The presented algorithm is computationally low cost and able to track road boundaries in an image sequence and can easily be implemented on available low cost hardware. The proposed algorithm used an active shape modeling using the B-spline deformable template and recursive curve fitting method to track the current orientation of the road.

Keywords: Active contour, B-spline, recursive curve fitting.

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1747 Analysis of Histogram Asymmetry for Waste Recognition

Authors: Janusz Bobulski, Kamila Pasternak

Abstract:

Despite many years of effort and research, the problem of waste management is still current. There is a lack of fast and effective algorithms for classifying individual waste fractions. Many programs and projects improve statistics on the percentage of waste recycled every year. In these efforts, it is worth using modern Computer Vision techniques supported by artificial intelligence. In the article, we present a method of identifying plastic waste based on the asymmetry analysis of the histogram of the image containing the waste. The method is simple but effective (94%), which allows it to be implemented on devices with low computing power, in particular on microcomputers. Such de-vices will be used both at home and in waste sorting plants.

Keywords: Computer vision, environmental protection, image processing, waste management.

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1746 Bandwidth Enhancement in CPW Fed Compact Rectangular Patch Antenna

Authors: Kirti Vyas, P. K. Singhal

Abstract:

This paper presents a novel CPW fed patch antenna supporting a wide band from 2.7 GHz – 6.5 GHz. The antenna is compact with size 32 x 30 x 1.6mm3, built over FR4-epoxy substrate (εr=4.4). Bandwidth enhancement has been achieved by using the concept of modified ground structure (MGS). For this purpose structural design has been optimized by parametric simulations in CST MWS. The proposed antenna can perform well in variety of wireless communication services including 5.15 GHz- 5.35 GHz and 5.725 GHz- 5.825 GHz WLAN IEEE 802.11 g/a, 5.2/ 5.5/ 5.8 GHz Wi-Fi, 3.5/5.5 GHz WiMax applications  and 3.7 - 4.2 GHz C band satellite communications bands. The measured experimental results show that bandwidth (S11 < -10 dB) of antenna is 3.8 GHz. The performance of antenna is studied in terms of reflection coefficient, radiation characteristics, current distribution and gain.

Keywords: Broad band antenna, Compact, CPW fed, WLAN, Wi-Fi, Wi-Max, CST MWS.

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1745 Data Migration between Document-Oriented and Relational Databases

Authors: Bogdan Walek, Cyril Klimes

Abstract:

Current tools for data migration between documentoriented and relational databases have several disadvantages. We propose a new approach for data migration between documentoriented and relational databases. During data migration the relational schema of the target (relational database) is automatically created from collection of XML documents. Proposed approach is verified on data migration between document-oriented database IBM Lotus/ Notes Domino and relational database implemented in relational database management system (RDBMS) MySQL.

Keywords: data migration, database, document-oriented database, XML, relational schema

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1744 Possibilities of Delimitation of City Centers Using GIS

Authors: Jaroslav Burian, Kateřina Sorbiová, Pavel Tuček, Michaela Tučková

Abstract:

The article describes problems of city centers with regard to possibilities of their delimitation in a GIS environment. First the definitions and delimitations of a city centre which are in use are mentioned, furthermore a chosen case study (the historical centre of Olomouc city in the Czech Republic) is employed to describe the methods of delimitation in use. In addition to describing the current state, the article also deals with possibilities of delimitation of a city centre in GIS environment by means of several chosen approaches. The authors describe, compare and discuss the chosen methods and assess the achieved results and also applicability of the designed methods for other cities.

Keywords: analysis, city center, GIS, spatial structures

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1743 Comparison of Full Graph Methods of Switched Circuits Solution

Authors: Zdeňka Dostálová, David Matoušek, Bohumil Brtnik

Abstract:

As there are also graph methods of circuit analysis in addition to algebraic methods, it is, in theory, clearly possible to carry out an analysis of a whole switched circuit in two-phase switching exclusively by the graph method as well. This article deals with two methods of full-graph solving of switched circuits: by transformation graphs and by two-graphs. It deals with the circuit switched capacitors and the switched current, too. All methods are presented in an equally detailed steps to be able to compare.

Keywords: Switched capacitors of two phases, switched currents of two phases, transformation graph, two-graph, Mason's formula, voltage transfer, summary graph.

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1742 Emotional Intelligence and Retention: The Moderating Role of Job Involvement

Authors: Mahfuz Judeh

Abstract:

The main aim of the current study was to examine the effect of emotional intelligence on retention. The study also aimed at analyzing the role of job involvement, as a moderator, in the effect of emotional intelligence on retention. Using data gathered from 241 employees working with hotels and tourism corporations listed in Amman Stock Exchange in Jordan, emotional intelligence, job involvement and retention were measured. Hierarchical regression analyses were used to test the three main hypotheses. Results indicated that retention was related to emotional intelligence. Moreover, the study yielded support for the claim that job involvement had a moderating effect on the relationship between emotional intelligence and retention.

Keywords: Emotional Intelligence, Job Involvement, Jordan, Retention.

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1741 Urban Accessibility of Historical Cities: The Venetian Case Study

Authors: Valeria Tatano, Francesca Guidolin, Francesca Peltrera

Abstract:

The preservation of historical Italian heritage, at the urban and architectural scale, has to consider restrictions and requirements connected with conservation issues and usability needs, which are often at odds with historical heritage preservation. Recent decades have been marked by the search for increased accessibility not only of public and private buildings, but to the whole historical city, also for people with disability. Moreover, in the last years the concepts of Smart City and Healthy City seek to improve accessibility both in terms of mobility (independent or assisted) and fruition of goods and services, also for historical cities. The principles of Inclusive Design have introduced new criteria for the improvement of public urban space, between current regulations and best practices. Moreover, they have contributed to transforming “special needs” into an opportunity of social innovation. These considerations find a field of research and analysis in the historical city of Venice, which is at the same time a site of UNESCO world heritage, a mass tourism destination bringing in visitors from all over the world and a city inhabited by an aging population. Due to its conformation, Venetian urban fabric is only partially accessible: about four thousand bridges divide thousands of islands, making it almost impossible to move independently. These urban characteristics and difficulties were the base, in the last 20 years, for several researches, experimentations and solutions with the aim of eliminating architectural barriers, in particular for the usability of bridges. The Venetian Municipality with the EBA Office and some external consultants realized several devices (e.g. the “stepped ramp” and the new accessible ramps for the Venice Marathon) that should determine an innovation for the city, passing from the use of mechanical replicable devices to specific architectural projects in order to guarantee autonomy in use. This paper intends to present the state-of-the-art in bridges accessibility, through an analysis based on Inclusive Design principles and on the current national and regional regulation. The purpose is to evaluate some possible strategies that could improve performances, between limits and possibilities of interventions. The aim of the research is to lay the foundations for the development of a strategic program for the City of Venice that could successfully bring together both conservation and improvement requirements.

Keywords: Accessibility and inclusive design, historical heritage preservation, technological and social innovation.

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1740 Gassy Ozone Effect on Quality Parameters of Flaxes Made from Biologically Activated Whole Wheat Grains

Authors: Tatjana Rakcejeva, Jelena Zagorska, Elina Zvezdina

Abstract:

The aim of the current research was to investigate the gassy ozone effect on quality parameters of flaxes made form whole biologically activated wheat grains. The research was accomplished on wheat grains variety

Keywords: Gassy ozone, flaxes, biologically activated grains, quality parameters, treatment.

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1739 High-Production Laser and Plasma Welding Technologies for High-Speed Vessels Production

Authors: V. M. Levshakov, N. A. Steshenkova, N. A. Nosyrev

Abstract:

Application of hulls processing technologies, based on high-concentrated energy sources (laser and plasma technologies), allow improve shipbuilding production. It is typical for high-speed vessels construction using steel and aluminum alloys with high precision hulls required. Report describes high-performance technologies for plasma welding (using direct current of reversed polarity), laser, and hybrid laser-arc welding of hulls structures developed by JSC “SSTC”

Keywords: Flat sections, hybrid laser-arc welding, plasma welding, plasmatron.

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1738 Predictive Model of Sensor Readings for a Mobile Robot

Authors: Krzysztof Fujarewicz

Abstract:

This paper presents a predictive model of sensor readings for mobile robot. The model predicts sensor readings for given time horizon based on current sensor readings and velocities of wheels assumed for this horizon. Similar models for such anticipation have been proposed in the literature. The novelty of the model presented in the paper comes from the fact that its structure takes into account physical phenomena and is not just a black box, for example a neural network. From this point of view it may be regarded as a semi-phenomenological model. The model is developed for the Khepera robot, but after certain modifications, it may be applied for any robot with distance sensors such as infrared or ultrasonic sensors.

Keywords: Mobile robot, sensors, prediction, anticipation.

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1737 Resistive RAM Based on Hfox and its Temperature Instability Study

Authors: Z. Fang, H.Y. Yu, W.J. Liu, N. Singh, G.Q. Lo

Abstract:

High performance Resistive Random Access Memory (RRAM) based on HfOx has been prepared and its temperature instability has been investigated in this work. With increasing temperature, it is found that: leakage current at high resistance state increases, which can be explained by the higher density of traps inside dielectrics (related to trap-assistant tunneling), leading to a smaller On/Off ratio; set and reset voltages decrease, which may be attributed to the higher oxygen ion mobility, in addition to the reduced potential barrier to create / recover oxygen ions (or oxygen vacancies); temperature impact on the RRAM retention degradation is more serious than electrical bias.

Keywords: RRAM, resistive switching, temperature instability.

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1736 Design of Novel SCR-based ESD Protection Device for I/O Clamp in BCD Process

Authors: Yong-Seo Koo, Jin-Woo Jung, Byung-Seok Lee, Dong-Su Kim, Yil-Suk Yang

Abstract:

In this paper, a novel LVTSCR-based device for electrostatic discharge (ESD) protection of integrated circuits (ICs) is designed, fabricated and characterized. The proposed device is similar to the conventional LVTSCR but it has an embedded PMOSFET in the anode n-well to enhance the turn on speed, the clamping capability and the robustness. This is possible because the embedded PMOSFET provides the sub-path of ESD discharge current. The TLP, HBM and MM testing are carried out to verify the ESD performance of the proposed devices, which are fabricated in 0.35um (Bipolar-CMOS-DMOS) BCDMOS process. The device has the robustness of 70mA/um that is higher about 60mA/um than the LVTSCR, approximately.

Keywords: ESD Protection, grounded gate NMOS (GGNMOS), low trigger voltage SCR (LVTSCR)

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1735 Numerical Investigation of the Optimal Spatial Domain Discretization for the 2-D Analysis of a Darrieus Vertical-Axis Water Turbine

Authors: M. Raciti Castelli, S. De Betta, E. Benini

Abstract:

The optimal grid spacing and turbulence model for the 2D numerical analysis of a vertical-axis water turbine (VAWaterT) operating in a 2 m/s freestream current has been investigated. The results of five different spatial domain discretizations and two turbulence models (k-ω SST and k-ε RNG) have been compared, in order to gain the optimal y+ parameter distribution along the blade walls during a full rotor revolution. The resulting optimal mesh has appeared to be quite similar to that obtained for the numerical analysis of a vertical-axis wind turbine.

Keywords: CFD, vertical axis water turbine, NACA 0025, blade y+.

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1734 Managing Legal, Consumers and Commerce Risks in Phishing

Authors: Dinna N. M. N., Leau Y. B., Habeeb S. A. H., Yanti A. S.

Abstract:

Phishing scheme is a new emerged security issue of E-Commerce Crime in globalization. In this paper, the legal scaffold of Malaysia, United States and United Kingdom are analyzed and followed by discussion on critical issues that rose due to phishing activities. The result revealed that inadequacy of current legal framework is the main challenge to govern this epidemic. However, lack of awareness among consumers, crisis on merchant-s responsibility and lack of intrusion reports and incentive arrangement contributes to phishing proliferating. Prevention is always better than curb. By the end of this paper, some best practices for consumers and corporations are suggested.

Keywords: Phishing, Online Fraud, Business risks, Consumers privacy, Legal Issue, Cyber law.

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1733 A Microwave Bandstop Filter Using Defected Microstrip Structure

Authors: H. Elftouh, N. T. Amar, M. Aghoutane, M. Boussouis

Abstract:

In this paper, two bandstop filters resonating at 5.25 GHz and 7.3 GHz using Defected Microstrip Structure (DMS) are discussed. These slots are incorporated in the feed lines of filters to perform a serious LC resonance property in certain frequency and suppress the spurious signals. Therefore, this method keeps the filter size unchanged and makes a resonance frequency that is due to the abrupt change of the current path of the filter. If the application requires elimination of this band of frequencies, additional filter elements are required, which can only be accomplished by adding this DMS element resonant at desired frequency band rejection. The filters are optimized and simulated with Computer Simulation Technology (CST) tool.

Keywords: Defected microstrip structure, microstrip filters, passive filter.

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1732 ORR Activity and Stability of Pt-Based Electrocatalysts in PEM Fuel Cell

Authors: S. Limpattayanate, M. Hunsom

Abstract:

A comparison of activity and stability of the as-formed Pt/C, Pt-Co and Pt-Pd/C electrocatalysts, prepared by a combined approach of impregnation and seeding, was performed. According to the activity test in a single Proton Exchange Membrane (PEM) fuel cell, the Oxygen Reduction Reaction (ORR) activity of the Pt-M/C electrocatalyst was slightly lower than that of Pt/C. The j0.9 V and E10 mA/cm2 of the as-prepared electrocatalysts increased in the order of Pt/C > Pt-Co/C > Pt-Pd/C. However, in the medium-to-high current density region, Pt-Pd/C exhibited the best performance. With regard to their stability in a 0.5 M H2SO4 electrolyte solution, the electrochemical surface area decreased as the number of rounds of repetitive potential cycling increased due to the dissolution of the metals within the catalyst structure. For long-term measurement, Pt- Pd/C was the most stable than the other three electrocatalysts.

Keywords: ORR activity, Stability, Pt-based electrocatalysts, PEM fuel cell.

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1731 WAF: an Interface Web Agent Framework

Authors: Xizhi Li, Qinming He

Abstract:

A trend in agent community or enterprises is that they are shifting from closed to open architectures composed of a large number of autonomous agents. One of its implications could be that interface agent framework is getting more important in multi-agent system (MAS); so that systems constructed for different application domains could share a common understanding in human computer interface (HCI) methods, as well as human-agent and agent-agent interfaces. However, interface agent framework usually receives less attention than other aspects of MAS. In this paper, we will propose an interface web agent framework which is based on our former project called WAF and a Distributed HCI template. A group of new functionalities and implications will be discussed, such as web agent presentation, off-line agent reference, reconfigurable activation map of agents, etc. Their enabling techniques and current standards (e.g. existing ontological framework) are also suggested and shown by examples from our own implementation in WAF.

Keywords: HCI, Interface agent, MAS.

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1730 Improving Financial Education for Young Women: A Case Study of Australian School Students

Authors: Laura de Zwaan, Tracey West

Abstract:

There is a sustained observable gender gap in financial literacy, with females consistently having lower levels than males. This research explores the knowledge and experiences of high school students in Australia aged 14 to 18 in order to understand how this gap can be improved. Using a predominantly qualitative approach, we find evidence to support impacts on financial literacy from financial socialization and socio-economic environment. We also find evidence that current teaching and assessment approaches to financial literacy may disadvantage female students. We conclude by offering recommendations to improve the way financial literacy education is delivered within the curriculum.

Keywords: Financial literacy, financial socialization, gender, maths.

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1729 Rethinking the Analysis of Means-End Chain Data in Marketing Research

Authors: P. Puustinen, A. Kanto

Abstract:

This paper proposes a new procedure for analyzing means-end chain data in marketing research. Most commonly the collected data is summarized in the Hierarchical Value Map (HVM) illustrating the main attribute-consequence-value linkages. This paper argues that traditionally constructed HVM may give an erroneous impression of the results of a means-end study. To justify the arguments, an alternative procedure to (1) determine the dominant attribute-consequence-value linkages and (2) construct HVM in a precise manner is presented. The current approach makes a contribution to means-end analysis, allowing marketers to address a set of marketing problems, such as advertising strategy.

Keywords: Means-end chain analysis, Laddering, Hierarchical Value Map.

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