Search results for: Belief theory
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 1656

Search results for: Belief theory

486 Analysis and Prediction of the Behavior of the Landslide at Ain El Hammam, Algeria Based on the Second Order Work Criterion

Authors: Zerarka Hizia, Akchiche Mustapha, Prunier Florent

Abstract:

The landslide of Ain El Hammam (AEH) is characterized by a complex geology and a high hydrogeology hazard. AEH's perpetual reactivation compels us to look closely at its triggers and to better understand the mechanisms of its evolution in mass and in depth. This study builds a numerical model to simulate the influencing factors such as precipitation, non-saturation, and pore pressure fluctuations, using Plaxis software. For a finer analysis of instabilities, we use Hill's criterion, based on the sign of the second order work, which is the most appropriate material stability criterion for non-associated elastoplastic materials. The results of this type of calculation allow us, in theory, to predict the shape and position of the slip surface(s) which are liable to ground movements of the slope, before reaching the rupture given by the plastic limit of Mohr Coulomb. To validate the numerical model, an analysis of inclinometer measures is performed to confirm the direction of movement and kinematic of the sliding mechanism of AEH’s slope.

Keywords: Landslide, second order work, precipitation, inclinometers.

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485 A User Study on the Adoption of Context-Aware Destination Mobile Applications

Authors: Shu-Lu Hsu, Fang-Yi Chu

Abstract:

With the advances in information and communications technology, mobile context-aware applications have become powerful marketing tools. In Apple online store, there are numerous mobile applications (APPs) developed for destination tour. This study investigated the determinants of adoption of context-aware APPs for destination tour services. A model is proposed based on Technology Acceptance Model and privacy concern theory. The model was empirically tested based on a sample of 259 users of a tourism APP published by Kaohsiung Tourism Bureau, Taiwan. The results showed that the fitness of the model is well and, among all the factors, the perceived usefulness and perceived ease of use have the most significant influences on the intention to adopt context-aware destination APPs. Finally, contrary to the findings of previous literature, the effect of privacy concern on the adoption intention of context-aware APP is insignificant.

Keywords: Mobile Application, Context-Aware, Privacy Concern, TAM.

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484 Application of Wavelet Neural Networks in Optimization of Skeletal Buildings under Frequency Constraints

Authors: Mohammad Reza Ghasemi, Amin Ghorbani

Abstract:

The main goal of the present work is to decrease the computational burden for optimum design of steel frames with frequency constraints using a new type of neural networks called Wavelet Neural Network. It is contested to train a suitable neural network for frequency approximation work as the analysis program. The combination of wavelet theory and Neural Networks (NN) has lead to the development of wavelet neural networks. Wavelet neural networks are feed-forward networks using wavelet as activation function. Wavelets are mathematical functions within suitable inner parameters, which help them to approximate arbitrary functions. WNN was used to predict the frequency of the structures. In WNN a RAtional function with Second order Poles (RASP) wavelet was used as a transfer function. It is shown that the convergence speed was faster than other neural networks. Also comparisons of WNN with the embedded Artificial Neural Network (ANN) and with approximate techniques and also with analytical solutions are available in the literature.

Keywords: Weight Minimization, Frequency Constraints, Steel Frames, ANN, WNN, RASP Function.

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483 Cultural Effect on Using New Technologies

Authors: Nazli Ebrahimi, Sharan Kaur Garib Singh, Reza Sigari Tabrizi

Abstract:

One of the main concerns in the Information Technology field is adoption with new technologies in organizations which may result in increasing the usage paste of these technologies.This study aims to look at the issue of culture-s role in accepting and using new technologies in organizations. The study examines the effect of culture on accepting and intention to use new technology in organizations. Studies show culture is one of the most important barriers in adoption new technologies. The model used for accepting and using new technology is Technology Acceptance Model (TAM), while for culture and dimensions a well-known theory by Hofsted was used. Results of the study show significant effect of culture on intention to use new technologies. All four dimensions of culture were tested to find the strength of relationship with behavioral intention to use new technologies. Findings indicate the important role of culture in the level of intention to use new technologies and different role of each dimension to improve adaptation process. The study suggests that transferring of new technologies efforts are most likely to be successful if the parties are culturally aligned.

Keywords: Human-computer interaction, accepting new technologies, culture, behavioral intention.

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482 Applying Spanning Tree Graph Theory for Automatic Database Normalization

Authors: Chetneti Srisa-an

Abstract:

In Knowledge and Data Engineering field, relational database is the best repository to store data in a real world. It has been using around the world more than eight decades. Normalization is the most important process for the analysis and design of relational databases. It aims at creating a set of relational tables with minimum data redundancy that preserve consistency and facilitate correct insertion, deletion, and modification. Normalization is a major task in the design of relational databases. Despite its importance, very few algorithms have been developed to be used in the design of commercial automatic normalization tools. It is also rare technique to do it automatically rather manually. Moreover, for a large and complex database as of now, it make even harder to do it manually. This paper presents a new complete automated relational database normalization method. It produces the directed graph and spanning tree, first. It then proceeds with generating the 2NF, 3NF and also BCNF normal forms. The benefit of this new algorithm is that it can cope with a large set of complex function dependencies.

Keywords: Relational Database, Functional Dependency, Automatic Normalization, Primary Key, Spanning tree.

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481 Mindfulness and Employability: A Course on the Control of Stress during the Search for Work

Authors: O. Lasaga

Abstract:

Defining professional objectives and the search for work are some of the greatest stress factors for final year university students and recent graduates. To manage correctly the stress brought about by the uncertainty, confusion and frustration this process often generates, a course to control stress based on mindfulness has been designed and taught. This course provides tools based on relaxation, mindfulness and meditation that enable students to address personal and professional challenges in the transition to the job market, eliminating or easing the anxiety involved. The course is extremely practical and experiential, combining theory classes and practical classes of relaxation, meditation and mindfulness, group dynamics, reflection, application protocols and session integration. The evaluation of the courses highlighted on the one hand the high degree of satisfaction and, on the other, the usefulness for the students in becoming aware of stressful situations and how these affect them and learning new coping techniques that enable them to reach their goals more easily and with greater satisfaction and well-being.

Keywords: Employability, meditation, mindfulness, relaxation techniques, stress.

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480 Research of Dynamic Location Referencing Method Based On Intersection and Link Partition

Authors: Lv Wei-feng, Dai Xi, Zhu Tong-yu

Abstract:

Dynamic location referencing method is an important technology to shield map differences. These method references objects of the road network by utilizing condensed selection of its real-world geographic properties stored in a digital map database, which overcomes the defections existing in pre-coded location referencing methods. The high attributes completeness requirements and complicated reference point selection algorithm are the main problems of recent researches. Therefore, a dynamic location referencing algorithm combining intersection points selected at the extremities compulsively and road link points selected according to link partition principle was proposed. An experimental system based on this theory was implemented. The tests using Beijing digital map database showed satisfied results and thus verified the feasibility and practicability of this method.

Keywords: Dynamic location referencing, inter-sectionreferencing, road link partition, road link point referencing.

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479 Vibration Control of a Functionally Graded Carbon Nanotube-Reinforced Composites Beam Resting on Elastic Foundation

Authors: Gholamhosein Khosravi, Mohammad Azadi, Hamidreza Ghezavati

Abstract:

In this paper, vibration of a nonlinear composite beam is analyzed and then an active controller is used to control the vibrations of the system. The beam is resting on a Winkler-Pasternak elastic foundation. The composite beam is reinforced by single walled carbon nanotubes. Using the rule of mixture, the material properties of functionally graded carbon nanotube-reinforced composites (FG-CNTRCs) are determined. The beam is cantilever and the free end of the beam is under follower force. Piezoelectric layers are attached to the both sides of the beam to control vibrations as sensors and actuators. The governing equations of the FG-CNTRC beam are derived based on Euler-Bernoulli beam theory Lagrange- Rayleigh-Ritz method. The simulation results are presented and the effects of some parameters on stability of the beam are analyzed.

Keywords: Carbon nanotubes, vibration control, piezoelectric layers, elastic foundation.

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478 Social Space or the Art of Belonging: The Socio-Spatial Approach in the Field of Residential Facilities for Persons with Disabilities

Authors: Sarah Reker

Abstract:

The Convention on the Rights of Persons with Disabilities (CRPD) provides the basis of this study. For all countries which have ratified the convention since its entry into force in 2007, the effective implementation of the requirements often leads to considerable challenges. Furthermore, missing indicators make it difficult to measure progress. Therefore, the aim of the research project is to contribute to analyze the consequences of the implementation process on the inclusion and exclusion conditions for people with disabilities in Germany. Disabled People’s Organisations and other associations consider the social space to be relevant for the successful implementation of the CRPD. Against this background, the research project wants to focus on the relationship between a barrier-free access to the social space and the “full and effective participation and inclusion” (Art. 3) of persons with disabilities. The theoretical basis of the study is the sociological theory of social space (“Sozialraumtheorie”).

Keywords: Decentralisation, qualitative research, residential facilities, social space.

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477 School Age and Building Defects: Analysis Using Condition Survey Protocol (CSP) 1 Matrix

Authors: M. Mahli, A.I. Che-Ani, M.Z. Abd-Razak. N.M. Tawil, H. Yahaya

Abstract:

Building condition assessment is a critical activity in Malaysia-s Comprehensive Asset Management Model. It is closely related to building performance that impact user-s life and decision making. This study focuses on public primary school, one of the most valuable assets for the country. The assessment was carried out based on CSP1 Matrix in Kuching Division of Sarawak, Malaysia. Based on the matrix used, three main criteria of the buildings has successfully evaluate: the number of defects; schools rating; and total schools rating. The analysis carried out on 24 schools found that the overall 4, 725 defects has been identified. Meanwhile, the overall score obtained was 45, 868 and the overall rating is 9.71, which is at the fair condition. This result has been associated with building age to evaluate its impacts on school buildings condition. The findings proved that building condition is closely related to building age and its support the theory that 'the ageing building has more defect than the new one'.

Keywords: building condition, CSP1 Matrix, assessment, school, Malaysia

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476 First Principles Study of Structural and Elastic Properties of BaWO4 Scheelite Phase Structure under Pressure

Authors: A. Benmakhlouf, A. Bentabet

Abstract:

In this paper, we investigated the athermal pressure behavior of the structural and elastic properties of scheelite BaWO4 phase up to 7 GPa using the ab initio pseudo-potential method. The calculated lattice parameters pressure relation have been compared with the experimental values and found to be in good agreement with these results. Moreover, we present for the first time the investigation of the elastic properties of this compound using the density functional perturbation theory (DFPT). It is shown that this phase is mechanically stable up to 7 GPa after analyzing the calculated elastic constants. Other relevant quantities such as bulk modulus, pressure derivative of bulk modulus, shear modulus; Young’s modulus, Poisson’s ratio, anisotropy factors, Debye temperature and sound velocity have been calculated. The obtained results, which are reported for the first time to the best of the author’s knowledge, can facilitate assessment of possible applications of the title material.

Keywords: Pseudo-potential method, pressure, structural and elastic properties, scheelite BaWO4 phase.

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475 Heterogeneous Attribute Reduction in Noisy System based on a Generalized Neighborhood Rough Sets Model

Authors: Siyuan Jing, Kun She

Abstract:

Neighborhood Rough Sets (NRS) has been proven to be an efficient tool for heterogeneous attribute reduction. However, most of researches are focused on dealing with complete and noiseless data. Factually, most of the information systems are noisy, namely, filled with incomplete data and inconsistent data. In this paper, we introduce a generalized neighborhood rough sets model, called VPTNRS, to deal with the problem of heterogeneous attribute reduction in noisy system. We generalize classical NRS model with tolerance neighborhood relation and the probabilistic theory. Furthermore, we use the neighborhood dependency to evaluate the significance of a subset of heterogeneous attributes and construct a forward greedy algorithm for attribute reduction based on it. Experimental results show that the model is efficient to deal with noisy data.

Keywords: attribute reduction, incomplete data, inconsistent data, tolerance neighborhood relation, rough sets

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474 Validation of Building Maintenance Performance Model for Malaysian Universities

Authors: AbdulLateef A. Olanrewaju, Mohd F. Khamidi, Arazi Idrus

Abstract:

This paper is part of an ongoing research on the development of systemic maintenance management model Malaysian university buildings. In order to achieve this aim, there is a need to develop a performance model against which services are measure. Measuring performance is a significant part of maintenance management service delivery. Maintenance organization needs to know where they are in order to provide user-driven services and to enhance productivity. The aim of this paper is to formulate a template or model for university maintenance organization in Malaysia. The model is based on literature review and survey questionnaire and has been validated. Through grounded theory, this paper developed a 8 points matrix for the university maintenance organizations for measuring and improving their service delivery. The potential of the model is guide and assists towards providing value added service delivery through initiating maintenance according to user value system rather than on the condition of the building.

Keywords: Performance matrix, university buildings, users, maintenance organization

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473 Factors Influencing University Students' Online Disinhibition Behavior – The Moderating Effects of Deterrence and Social Identity

Authors: Wang, Kuei-Ing, Jou-Fan Shih

Abstract:

This study adopts deterrence theory as well as social identities as moderators, and explores their moderating affects on online toxic disinhibition. Survey and Experimental methodologies are applied to test the research model and four hypotheses are developed in this study. The controllability of identity positively influenced the behavior of toxic disinhibition both in experimental and control groups while the fluidity of the identity did not have significant influences on online disinhibition. Punishment certainty, punishment severity as well as social identity negatively moderated the relation between the controllability of the identity and the toxic disinhibition. The result of this study shows that internet users hide their real identities when they behave inappropriately on internet, but once they acknowledge that the inappropriate behavior will be found and punished severely, the inappropriate behavior then will be weakened.

Keywords: Seductive properties of Internet, Online Disinhibition, Punishment Certainty, Punishment Severity, Social Identity.

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472 OPEN_EmoRec_II- A Multimodal Corpus of Human-Computer Interaction

Authors: Stefanie Rukavina, Sascha Gruss, Steffen Walter, Holger Hoffmann, Harald C. Traue

Abstract:

OPEN_EmoRec_II is an open multimodal corpus with experimentally induced emotions. In the first half of the experiment, emotions were induced with standardized picture material and in the second half during a human-computer interaction (HCI), realized with a wizard-of-oz design. The induced emotions are based on the dimensional theory of emotions (valence, arousal and dominance). These emotional sequences - recorded with multimodal data (facial reactions, speech, audio and physiological reactions) during a naturalistic-like HCI-environment one can improve classification methods on a multimodal level. This database is the result of an HCI-experiment, for which 30 subjects in total agreed to a publication of their data including the video material for research purposes*. The now available open corpus contains sensory signal of: video, audio, physiology (SCL, respiration, BVP, EMG Corrugator supercilii, EMG Zygomaticus Major) and facial reactions annotations.

Keywords: Open multimodal emotion corpus, annotated labels.

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471 OPEN_EmoRec_II- A Multimodal Corpus of Human-Computer Interaction

Authors: Stefanie Rukavina, Sascha Gruss, Steffen Walter, Holger Hoffmann, Harald C. Traue

Abstract:

OPEN_EmoRec_II is an open multimodal corpus with experimentally induced emotions. In the first half of the experiment, emotions were induced with standardized picture material and in the second half during a human-computer interaction (HCI), realized with a wizard-of-oz design. The induced emotions are based on the dimensional theory of emotions (valence, arousal and dominance). These emotional sequences - recorded with multimodal data (facial reactions, speech, audio and physiological reactions) during a naturalistic-like HCI-environment one can improve classification methods on a multimodal level. This database is the result of an HCI-experiment, for which 30 subjects in total agreed to a publication of their data including the video material for research purposes*. The now available open corpus contains sensory signal of: video, audio, physiology (SCL, respiration, BVP, EMG Corrugator supercilii, EMG Zygomaticus Major) and facial reactions annotations.

Keywords: Open multimodal emotion corpus, annotated labels.

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470 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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469 Derivation of Fractional Black-Scholes Equations Driven by Fractional G-Brownian Motion and Their Application in European Option Pricing

Authors: Changhong Guo, Shaomei Fang, Yong He

Abstract:

In this paper, fractional Black-Scholes models for the European option pricing were established based on the fractional G-Brownian motion (fGBm), which generalizes the concepts of the classical Brownian motion, fractional Brownian motion and the G-Brownian motion, and that can be used to be a tool for considering the long range dependence and uncertain volatility for the financial markets simultaneously. A generalized fractional Black-Scholes equation (FBSE) was derived by using the Taylor’s series of fractional order and the theory of absence of arbitrage. Finally, some explicit option pricing formulas for the European call option and put option under the FBSE were also solved, which extended the classical option pricing formulas given by F. Black and M. Scholes.

Keywords: European option pricing, fractional Black-Scholes equations, fractional G-Brownian motion, Taylor’s series of fractional order, uncertain volatility.

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468 Generalized Rough Sets Applied to Graphs Related to Urban Problems

Authors: Mihai Rebenciuc, Simona Mihaela Bibic

Abstract:

Branch of modern mathematics, graphs represent instruments for optimization and solving practical applications in various fields such as economic networks, engineering, network optimization, the geometry of social action, generally, complex systems including contemporary urban problems (path or transport efficiencies, biourbanism, & c.). In this paper is studied the interconnection of some urban network, which can lead to a simulation problem of a digraph through another digraph. The simulation is made univoc or more general multivoc. The concepts of fragment and atom are very useful in the study of connectivity in the digraph that is simulation - including an alternative evaluation of k- connectivity. Rough set approach in (bi)digraph which is proposed in premier in this paper contribute to improved significantly the evaluation of k-connectivity. This rough set approach is based on generalized rough sets - basic facts are presented in this paper.

Keywords: (Bi)digraphs, rough set theory, systems of interacting agents, complex systems.

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467 Application of Intuitionistic Fuzzy Cross Entropy Measure in Decision Making for Medical Diagnosis

Authors: Shikha Maheshwari, Amit Srivastava

Abstract:

In medical investigations, uncertainty is a major challenging problem in making decision for doctors/experts to identify the diseases with a common set of symptoms and also has been extensively increasing in medical diagnosis problems. The theory of cross entropy for intuitionistic fuzzy sets (IFS) is an effective approach in coping uncertainty in decision making for medical diagnosis problem. The main focus of this paper is to propose a new intuitionistic fuzzy cross entropy measure (IFCEM), which aid in reducing the uncertainty and doctors/experts will take their decision easily in context of patient’s disease. It is shown that the proposed measure has some elegant properties, which demonstrates its potency. Further, it is also exemplified in detail the efficiency and utility of the proposed measure by using a real life case study of diagnosis the disease in medical science.

Keywords: Intuitionistic fuzzy cross entropy (IFCEM), intuitionistic fuzzy set (IFS), medical diagnosis, uncertainty.

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466 The Capabilities Approach as a Future Alternative to Neoliberal Higher Education in the MENA Region

Authors: Ranya Elkhayat

Abstract:

This paper aims at offering a futures study for higher education in the Middle East. Paying special attention to the negative impacts of neoliberalism, the paper will demonstrate how higher education is now commodified, corporatized and how arts and humanities are eschewed in favor of science and technology. This conceptual paper argues against the neoliberal agenda and aims at providing an alternative exemplified in the Capabilities Approach with special reference to Martha Nussbaum’s theory. The paper is divided into four main parts: the current state of higher education under neoliberal values, a prediction of the conditions of higher education in the near future, the future of higher education using the theoretical framework of the Capabilities Approach, and finally, some areas of concern regarding the approach. The implications of the study demonstrate that Nussbaum’s Capabilities Approach will ensure that the values of education are preserved while avoiding the pitfalls of neoliberalism.

Keywords: Capabilities approach, education future, higher education, MENA.

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465 Synergy in Vertical Transformations of Expert Designers

Authors: G. Haupt

Abstract:

Existing literature ondesign reasoning seems to give either one sided accounts on expert design behaviour based on internal processing. In the same way ecological theoriesseem to focus one sidedly on external elementsthat result in a lack of unifying design cognition theory. Although current extended design cognition studies acknowledge the intellectual interaction between internal and external resources, there still seems to be insufficient understanding of the complexities involved in such interactive processes. As such,this paper proposes a novelmulti-directional model for design researchers tomap the complex and dynamic conduct controlling behaviour in which both the computational and ecological perspectives are integrated in a vertical manner. A clear distinction between identified intentional and emerging physical drivers, and relationships between them during the early phases of experts- design process, is demonstrated by presenting a case study in which the model was employed.

Keywords: External representation, early phases, extended design cognition, internal processes and external drivers, conduct controlling behaviour.

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464 pH-Responsiveness Properties of a Biodigradable Hydrogels Based on Carrageenan-g-poly(NaAA-co-NIPAM)

Authors: Mohammad Sadeghi, Behrouz Heidari, Korush Montazeri

Abstract:

A novel thermo-sensitive superabsorbent hydrogel with salt- and pH-responsiveness properties was obtained by grafting of mixtures of acrylic acid (AA) and N-isopropylacrylamide (NIPAM) monomers onto kappa-carrageenan, kC, using ammonium persulfate (APS) as a free radical initiator in the presence of methylene bisacrylamide (MBA) as a crosslinker. Infrared spectroscopy was carried out to confirm the chemical structure of the hydrogel. Moreover, morphology of the samples was examined by scanning electron microscopy (SEM). The effect of MBA concentration and AA/NIPAM weight ratio on the water absorbency capacity has been investigated. The swelling variations of hydrogels were explained according to swelling theory based on the hydrogel chemical structure. The hydrogels exhibited salt-sensitivity and cation exchange properties. The temperature- and pH-reversibility properties of the hydrogels make the intelligent polymers as good candidates for considering as potential carriers for bioactive agents, e.g. drugs.

Keywords: superabsorbent, carrageenan, acrylic acid, Nisopropylacrylamide, hydrogel, swelling

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463 The Spatial Equity Assessment of Community-Based Elderly Care Facilities in Old Neighborhood of Chongqing

Authors: Jiayue Zhao, Hongjuan Wu, Guiwen Liu

Abstract:

Old neighborhoods with a large elderly population depend on community-based elderly care facilities (community-based ECFs) for aging-in-place. Yet, due to scarce and scattered land, the facilities face inequitable distribution. This research uses spatial equity theory for measuring the spatial equity of community-based ECFs in old neighborhoods. Field surveys gather granular data and methods including coverage rate, Gini coefficient, Lorenz curve and G2SFCA. The findings showed that coverage is substantial but does not indicate supply is matching to demand, nor does it imply superior accessibility. The key contributions are that structuring spatial equity framework considering elderly residents’ travel behavior. This study dedicated to the international literature on spatial equity from the perspective of travel behavior and could provide valuable suggestions for the urban planning of old neighborhoods.

Keywords: Community-based ECFs, elderly residents’ travel behavior, old neighborhoods, spatial equity.

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462 Degeneracy of MIS under the Conditions of Instability: A Mathematical Formulation

Authors: Nazar Younis, Raied Salman

Abstract:

It has been always observed that the effectiveness of MIS as a support tool for management decisions degenerate after time of implementation, despite the substantial investments being made. This is true for organizations at the initial stages of MIS implementations, manual or computerized. A survey of a sample of middle to top managers in business and government institutions was made. A large ratio indicates that the MIS has lost its impact on the day-to-day operations, and even the response lag time expands sometimes indefinitely. The data indicates an infant mortality phenomenon of the bathtub model. Reasons may be monotonous nature of MIS delivery, irrelevance, irreverence, timeliness, and lack of adequate detail. All those reasons collaborate to create a degree of degeneracy. We investigate and model as a bathtub model the phenomenon of MIS degeneracy that inflicts the MIS systems and renders it ineffective. A degeneracy index is developed to identify the status of the MIS system and possible remedies to prevent the onset of total collapse of the system to the point of being useless.

Keywords: MIS, management theory, information technology, information systems, IS, organizational environment, organizations, degeneracy, organizational change.

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461 The Effect of Brand Mascots on Consumers' Purchasing Behaviors

Authors: Isari Pairoa, Proud Arunrangsiwed

Abstract:

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

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

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460 Colour Image Compression Method Based On Fractal Block Coding Technique

Authors: Dibyendu Ghoshal, Shimal Das

Abstract:

Image compression based on fractal coding is a lossy compression method and normally used for gray level images range and domain blocks in rectangular shape. Fractal based digital image compression technique provide a large compression ratio and in this paper, it is proposed using YUV colour space and the fractal theory which is based on iterated transformation. Fractal geometry is mainly applied in the current study towards colour image compression coding. These colour images possesses correlations among the colour components and hence high compression ratio can be achieved by exploiting all these redundancies. The proposed method utilises the self-similarity in the colour image as well as the cross-correlations between them. Experimental results show that the greater compression ratio can be achieved with large domain blocks but more trade off in image quality is good to acceptable at less than 1 bit per pixel.

Keywords: Fractal coding, Iterated Function System (IFS), Image compression, YUV colour space.

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459 Native Point Defects in ZnO

Authors: A. M. Gsiea, J. P. Goss, P. R. Briddon, Ramadan. M. Al-habashi, K. M. Etmimi, Khaled. A. S. Marghani

Abstract:

Using first-principles methods based on density functional theory and pseudopotentials, we have performed a details study of native defects in ZnO. Native point defects are unlikely to be cause of the unintentional n-type conductivity. Oxygen vacancies, which considered most often been invoked as shallow donors, have high formation energies in n-type ZnO, in edition are a deep donors. Zinc interstitials are shallow donors, with high formation energies in n-type ZnO, and thus unlikely to be responsible on their own for unintentional n-type conductivity under equilibrium conditions, as well as Zn antisites which have higher formation energies than zinc interstitials. Zinc vacancies are deep acceptors with low formation energies for n-type and in which case they will not play role in p-type coductivity of ZnO. Oxygen interstitials are stable in the form of electrically inactive split interstitials as well as deep acceptors at the octahedral interstitial site under n-type conditions. Our results may provide a guide to experimental studies of point defects in ZnO.

Keywords: DFT, Native, n-Type, ZnO.

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458 Enhancing Competition in Public Procurement for Sustained Growth: Applying a Double Selection Model to Road Procurement Auctions

Authors: Antonio Estache, Atsushi Iimi

Abstract:

Limited competition has been a serious concern in infrastructure procurement. Importantly, however, there are normally a number of potential bidders initially showing interest in proposed projects. This paper focuses on tackling the question why these initially interested bidders fade out. An empirical problem is that no bids of fading-out firms are observable. They could decide not to enter the process at the beginning of the tendering or may be technically disqualified at any point in the selection process. The paper applies the double selection model to procurement data from road development projects in developing countries and shows that competition ends up restricted, because bidders are self-selective and auctioneers also tend to limit participation depending on the size of contracts.Limited competition would likely lead to high infrastructure procurement costs, threatening fiscal sustainability and economic growth.

Keywords: Auction theory, endogenous bidder entry, infrastructure development, public procurement.

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457 The Dynamics of Oil Bodies in A. thaliana Seeds: A Mathematical Model of Biogenesis and Coalescence

Authors: G. Trigui, B. Laroche, M. Miquel, B. Dubreucq, A. Trubuil

Abstract:

The subcellular organelles called oil bodies (OBs) are lipid-filled quasi-spherical droplets produced from the endoplasmic reticulum (ER) and then released into the cytoplasm during seed development. It is believed that an OB grows by coalescence with other OBs and that its stability depends on the composition of oleosins, major proteins inserted in the hemi membrane that covers OBs. In this study, we measured the OB-volume distribution from different genotypes of A. thaliana after 7, 8, 9, 10 and 11 days of seed development. In order to test the hypothesis of OBs dynamics, we developed a simple mathematical model using non-linear differential equations inspired from the theory of coagulation. The model describes the evolution of OB-volume distribution during the first steps of seed development by taking into consideration the production of OBs, the increase of triacylglycerol volume to be stored, and the growth by coalescence of OBs. Fitted parameters values show an increase in the OB production and coalescence rates in A. thaliana oleosin mutants compared to wild type.

Keywords: Biogenesis, coalescence, oil body, oleosin, population dynamics.

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