Search results for: Time-sliced influence diagrams

Authors: S. Meikandasivam, Rajesh Kumar Nema, Shailendra Kumar Jain

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A basic conceptual study of TCSC device on Simulink is a teaching aid and helps in understanding the rudiments of the topic. This paper thus stems out from basics of TCSC device and analyzes the impedance characteristics and associated single & multi resonance conditions. The Impedance characteristics curve is drawn for different values of inductance in MATLAB using M-files. The study is also helpful in estimating the appropriate inductance and capacitance values which have influence on multi resonance point in TCSC device. The capacitor voltage, line current, thyristor current and capacitor current waveforms are discussed briefly as simulation results. Simulink model of TCSC device is given and corresponding waveforms are analyzed. The subsidiary topics e.g. power oscillation damping, SSR mitigation and transient stability is also brought out.

Keywords: TCSC device, Impedance characteristics, Resonance point, Simulink model

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Authors: Yu Zhao, Shinsuke Kato, Jianing Zhao

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Particles exhausted from cars have adverse impacts on human health. The study developed a three-dimensional particle dispersion numerical model including particle coagulation to simulate the particle concentration distribution under idling conditions in a residential underground garage. The simulation results demonstrate that particle disperses much faster in the vertical direction than that in horizontal direction. The enhancement of particle dispersion in the vertical direction due to the increase of cars with engine running is much stronger than that in the car exhaust direction. Particle dispersion from each pair of adjacent cars has little influence on each other in the study. Average particle concentration after 120 seconds exhaust is 1.8-4.5 times higher than the initial total particles at ambient environment. Particle pollution in the residential underground garage is severe.

Keywords: Dispersion, Idling conditions, Particle concentration, Residential underground garage.

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Authors: Muhammad Naveed, Richard Stechow, Sebastian Bolz, Katharina Hobusch, Sabine Weiß

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Solid particle erosion has been identified as a critical wear phenomenon which takes place during operation of aeroengines in dusty environment. The present work discusses the erosion behavior of Ti-44.5Al-6.25Nb-0.8Mo-0.1B alloy (TNB-V4) which finds its application in low pressure gas turbines and can be used for high pressure compressors too. Prior to the erosion tests, the alloy was heat treated to improve the mechanical properties. Afterwards, specimens were eroded at impact angles of 30° and 90° at room and high temperatures (100 °C-400 °C). Volume loss and erosion behavior are studied through gravimetric analysis, whereas erosion mechanisms are characterized through scanning electron microscopy. The results indicate a clear difference in the erosion mechanism for different impact angles. The influence of the test temperature on the erosion behavior of the alloy is also discussed in the present contribution.

Keywords: Solid particle erosion, gamma TiAl, TNB-V4, high temperature erosion.

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Authors: Siyanee Hirunsalee, Hidehiko Kanegae

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This paper aims to study at the use of local knowledge to develop community self-protection in flood prone residential area, Ayutthaya Island has been chosen as a case study. This study tries to examine the strength of local knowledge which is able to develop community self-protection and cope with flood disaster. In-depth, this paper focuses on the influence of social network on knowledge transfer. After conducted the research, authors reviewed the strength of local knowledge and also mentioned the obstacles of community to use and also transfer local knowledge. Moreover, the result of the study revealed that local knowledge is not always transferred by the strongest-tie social network (family or kinship) as we used to believe. Surprisingly, local knowledge could be also transferred by the weaker-tie social network (teacher/ monk) with the better effectiveness in some knowledge.

Keywords: Community Self-Protection Development, FloodRisk Reduction, Knowledge Transfer, Local Knowledge

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Authors: Lien-Fa Lin, Yung-Ming Li, Fu-Shun Hsieh

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With the advancement of information technology and development of group commerce, people have obviously changed in their lifestyle. However, group commerce faces some challenging problems. The products or services provided by vendors do not satisfactorily reflect customers’ opinions, so that the sale and revenue of group commerce gradually become lower. On the other hand, the process for a formed customer group to reach group-purchasing consensus is time-consuming and the final decision is not the best choice for each group members. In this paper, we design a social decision support mechanism, by using group discussion message to recommend suitable options for group members and we consider social influence and personal preference to generate option ranking list. The proposed mechanism can enhance the group purchasing decision making efficiently and effectively and venders can provide group products or services according to the group option ranking list.

Keywords: Social network, group decision, text mining, group commerce.

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Authors: Miyoun Won, Youngkyung Choi

Abstract:

In the meantime, there were lots of hardware solutions like products or urban facilities for crime prevention in the public design area. Meanwhile, people have growing interest in public design so by making a village; community design in public design is getting active by the society. The system for crime prevention is actively done by the citizens who created the community. Regarding the social situation, in this project, we saw it as a kind of community design practices and researched about 'how does community design influence Crime prevention?' The purpose of this study is to propose the community design as a way of preventing the crime in the city. First, we found out about the definition, elements and methods of community design by reviewing the theory. And then, this study analyzed the case that was enforced in Seoul and organize the elements and methods of community design. This study can be refer to Public Design based on civil participation and make the community design area contribute to expand the way of solving social problems.

Keywords: Public Design, Sustainable Community Design, Crime Prevention, Participatory Design.

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Authors: Maziar Asefi

Abstract:

Built environments have a large impact on environmental sustainability and if it is not considered properly can negatively affect our planet. The application of transformable intelligent building systems that automatically respond to environmental conditions is one of the best ways that can intelligently assist us to create sustainable environment. The significance of this issue is evident as energy crisis and environmental changes has made the sustainability the main concerns in many societies. The aim of this research is to review and evaluate the importance and influence of transformable intelligent structure on the creation of sustainable architecture. Intelligent systems in current buildings provide convenience through automatically responding to changes in environmental conditions, reducing energy dissipation and increase of the lifecycle of buildings. This paper by analyzing significant intelligent building systems will evaluate the potentials of transformable intelligent systems in the creation of sustainable architecture and environment.

Keywords: Transformable, Sustainable architecture, Intelligent building system, Environment condition

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Authors: Michiharu Maeda, Shinya Tsuda

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This paper presents an algorithm of particle swarm optimization with reduction for global optimization problems. Particle swarm optimization is an algorithm which refers to the collective motion such as birds or fishes, and a multi-point search algorithm which finds a best solution using multiple particles. Particle swarm optimization is so flexible that it can adapt to a number of optimization problems. When an objective function has a lot of local minimums complicatedly, the particle may fall into a local minimum. For avoiding the local minimum, a number of particles are initially prepared and their positions are updated by particle swarm optimization. Particles sequentially reduce to reach a predetermined number of them grounded in evaluation value and particle swarm optimization continues until the termination condition is met. In order to show the effectiveness of the proposed algorithm, we examine the minimum by using test functions compared to existing algorithms. Furthermore the influence of best value on the initial number of particles for our algorithm is discussed.

Keywords: Particle swarm optimization, Global optimization, Metaheuristics, Reduction.

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Authors: Natalya G. Filimonova, Mariya G. Ozerova, Irina N. Ermakova

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The long-term strategy of the economic development of Russia up to 2030 is based on the concept of sustainable growth. The determining factor of such development is complex changes in the economic system which may be achieved by making progressive changes in its structure. The structural changes determine the character and the direction of economic development, as well as they include all elements of this system without exception, and their regulated character ensures the most rapid aim achievement. This article has discussed the industrial structure of the agriculture in Russia. With the use of the system of indexes, the article has determined the directions, intensity, and speed of structural shifts. The influence of structural changes on agricultural production development has been found out. It is noticed that the changes in the industrial structure are synchronized with the changes in the organisation and economic structure. Efficiency assessment of structural changes allowed to trace the efficiency of structural changes and elaborate the main directions for agricultural policy improvement.

Keywords: Russian agriculture system, sectoral structure, organizational and economic structure, structural changes.

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Authors: Aleš Florian, Lenka Ševelová, Jaroslav Žák

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Formation of tensile cracks in concrete slabs of rigid pavement can be (among others) the initiation point of the other, more serious failures which can ultimately lead to complete degradation of the concrete slab and thus the whole pavement. Two measures can be used for reliability assessment of this phenomenon - the probability of failure and/or the reliability index. Different methods can be used for their calculation. The simple ones are called moment methods and simulation techniques. Two methods - FOSM Method and Simple Random Sampling Method - are verified and their comparison is performed. The influence of information about the probability distribution and the statistical parameters of input variables as well as of the limit state function on the calculated reliability index and failure probability are studied in three points on the lower surface of concrete slabs of the older type of rigid pavement formerly used in the Czech Republic.

Keywords: Failure, pavement, probability, reliability index, simulation, tensile crack.

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Authors: Cristina Sá, Carlos Gomes, António Martins

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The reasons that explain different behaviors towards tax obligations in similar countries are not completely understood yet. The main purpose of this paper is to identify and compare the factors that influence tax morale levels in Portugal and Spain. We use data from European Values Study (EVS). Using a sample of 2,652 individuals, a factor analysis was used to extract the underlying dimensions of tax morale of Portuguese and Spanish taxpayers. Based on a factor analysis, the results of this paper show that sociological and behavioral factors, psychological factors and political factors are important for a good understanding of taxpayers’ behavior in Iberian Peninsula. This paper added value relies on the analyses of a wide range of variables and on the comparison between Portugal and Spain. Our conclusions provided insights that tax authorities and politicians can use to better focus their strategies and actions in order to increase compliance, reduce tax evasion, fight underground economy and increase country´s competitiveness.

Keywords: Compliance, tax morale, Portugal, Spain.

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Authors: Liping Li, Changchun Liu, Ke Li, Chengyu Liu

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Non-stationary trend in R-R interval series is considered as a main factor that could highly influence the evaluation of spectral analysis. It is suggested to remove trends in order to obtain reliable results. In this study, three detrending methods, the smoothness prior approach, the wavelet and the empirical mode decomposition, were compared on artificial R-R interval series with four types of simulated trends. The Lomb-Scargle periodogram was used for spectral analysis of R-R interval series. Results indicated that the wavelet method showed a better overall performance than the other two methods, and more time-saving, too. Therefore it was selected for spectral analysis of real R-R interval series of thirty-seven healthy subjects. Significant decreases (19.94±5.87% in the low frequency band and 18.97±5.78% in the ratio (p<0.001)) were found. Thus the wavelet method is recommended as an optimal choice for use.

Keywords: empirical mode decomposition, heart rate variability, signal detrending, smoothness priors, wavelet

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Authors: Aleksandar Dedić, Duško Salemović, Matilda Lazić, Dragan Halas

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The aim of the paper was the thermal balance control of vertical kiln dryer indirect type (VSU-36) for drying sunflower seed, produced by “Cer” - Cacak, capacity 39 [t/h]. The balance control was executed because the dryer was damaged by NATO bombing in 1999, and it was planned for its reconstruction. The structural and geometric characteristics of the dryer were known, and it was necessary to determine the parameters of wet air as a drying agent and the sunflower seeds. The thermal balance control was the basis for the replacement of damaged parts of the dryer during its reconstruction. After that, it was necessary to perform the subsequent calculation of strength. The accuracy of strength had a large influence on the cost-effectiveness and safety of a single drying chamber. Also, the work provides guidelines for the regimes of drying grain crops with an explanation of the specificity of drying sunflowers.

Keywords: Sunflower seeds, regimes of drying, vertical kiln dryer, thermal analysis.

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Authors: R. Mahjoub, K. Maghsoudi Mehraban

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Since the heart of the hybrid system is the fuel cell and it has vital impact on efficiency and performance of cycle, in this study, the major modeling of electrochemical reaction within the fuel cell is analyzed. Also, solid oxide fuel cell is integrated with the gas turbine and thermodynamic analysis on different elements of hybrid system is applied. Next, in predefined operational points of hybrid cycle, the simulation results are obtained. Then, different source of irreversibility in fuel cell is modeled and influence of different major parameters on different irreversibility is computed and applied. Then, the effect of important parameters such as thickness and surface of electrolyte fuel cell are simulated in fuel cell and its dependency to these parameters is explained. At the end of the paper, different impact of parameters on fuel cell with a gas turbine and current density and voltage of fuel cell are simulated.

Keywords: Electrochemical analysis, Gas turbine, Hybrid system, Irreversibility analysis.

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Authors: Burcu Kaya, Jan-Martin Kaiser, Karl-Friedrich Becker, Tanja Braun, Klaus-Dieter Lang

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Quality of the molded packages is strongly influenced by the process parameters of the transfer molding. To achieve a better package quality and a stable transfer molding process, it is necessary to understand the influence of the process parameters on the package quality. This work aims to comprehend the relationship between the process parameters, and to identify the optimum process parameters for the transfer molding process in order to achieve less voids and wire sweep. To achieve this, a DoE is executed for process optimization and a regression analysis is carried out. A systematic approach is represented to generate models which enable an estimation of the number of voids and wire sweep. Validation experiments are conducted to verify the model and the results are presented.

Keywords: Epoxy molding compounds, optimization, regression analysis, transfer molding process, voids, wire sweep.

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Authors: Zhizhong Jiang, Peter Naudé

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Effective evaluation of software development effort is an important aspect of successful project management. Based on a large database with 4106 projects ever developed, this study statistically examines the factors that influence development effort. The factors found to be significant for effort are project size, average number of developers that worked on the project, type of development, development language, development platform, and the use of rapid application development. Among these factors, project size is the most critical cost driver. Unsurprisingly, this study found that the use of CASE tools does not necessarily reduce development effort, which adds support to the claim that the use of tools is subtle. As many of the current estimation models are rarely or unsuccessfully used, this study proposes a parsimonious parametric model for the prediction of effort which is both simple and more accurate than previous models.

Keywords: Development effort, function points, team size, development language, CASE tool, rapid application development.

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Authors: Y. Parish, F. Najaei Abadi

Abstract:

This paper presents a numerical analysis of the seismic behaviour of earth dams. Analysis is conducted for the solid phase. It may correspond to the response of the dam before water filling. Analysis is conducted for a simple case which concerns the elastic response of the dam. Numerical analyses are conducted using the FLAC3D program. The behaviour of the Shell and core of the dam and the foundation behaviour is assumed to be elastic. Result shows the influence of the variation of the shear modulus of the core and shell on the seismic amplification of the dam. It can be observed that the variation of the shearing modulus of the core leads to a moderate increase in the dynamic amplification and the increase in the shell shearing modulus leads to a significant increase in the dynamic amplification.

Keywords: Numerical, earth dam, seismic, dynamic, core, FLAC3D.

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Authors: Raniah Al-Shalabi, Omaima Al- Gohary, Samar Afify, Eram Eltahir

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Acetaminophen (Paracetamol) tablets are popular OTC products among patients as analgesics and antipyretics. Paracetamol is marketed by a lot of suppliers around the world. The aim of the present investigation was to compare between many types of paracetamol tablets obtained from different suppliers (six brands produced by different pharmaceutical companies in middle east countries, and Panadol® manufactured in Ireland), by different quality control tests according to USP pharmacopeia.Using Non official tests-hardness and friability; official tests- disintegration, dissolution, and drug content. Additionally, evaluate the influence of temperatures 4°C, 25°C and 40°C at 75% relative humidity on the stability of the same brands in their original packaging has been conducted for two months. The results revealed that all paracetamol tablet brands complied with the official USP specifications. In conclusion, paracetamol tablets preferred to be stored at 25°C. All the tested brands being biopharmaceutically and chemically equivalent.

Keywords: Non official tests-hardness and friability, official tests –disintegration, dissolution, and drug content.

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Authors: J.Morris, D.Allinson, J.Harrison, K.J. Lomas

Abstract:

The UK Government has emphasized the role of Local Authorities as a key player in its flagship residential energy efficiency strategies, by identifying and targeting areas for energy efficiency improvements. Residential energy consumption in England is characterized by significant geographical variation in energy demand, which makes centralized targeting of areas for energy efficiency intervention difficult. This paper draws on research which aims to understand how demographic, social, economic, urban form and climatic factors influence the geographical variations in English residential gas consumption. The paper reports the findings of a multiple regression model that shows how 64% of the geographical variation in residential gas consumption is accounted for by variations in these factors. Results from this study, after further refinement and validation, can be used by Local Authorities to identify areas within their boundaries that have higher than expected gas consumption, these may be prime targets for energy efficiency initiatives.

Keywords: UK Housing, Heating Energy, Socio-Economics, Statistical Modelling

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Authors: M. R. Aghaebrahimi, H. Khorashadi Zadeh

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This paper presents a new approach for busbar protection with stable operation of current transformer during saturation, using fuzzy neuro and symmetrical components theory. This technique uses symmetrical components of current signals to learn the hidden relationship existing in the input patterns. Simulation studies are preformed and the influence of changing system parameters such as inception fault and source impedance is studied. Details of the design procedure and the results of performance studies with the proposed relay are given in the paper. An analysis of the performance of the proposed technique during ct saturation conditions is presented. The performance of the technique was investigated for a variety of operating conditions and for several busbar configurations. Data generated by EMTDC simulations of model power systems were used in the investigations. The results indicate that the proposed technique is stable during ct saturation conditions.

Keywords: Busbar protection, fuzzy neuro, Ct saturation.

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Authors: İsmail Karaca, Ömer Söner

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The use of advanced methods has been increasing day by day in the maritime sector, which is one of the sectors least affected by the COVID-19 pandemic. It is aimed to minimize accidents, especially by using advanced methods in the investigation of marine accidents. This research aimed to conduct an exploratory statistical analysis of particular ship accidents in the Transport Safety Investigation Center of Turkey database. 46 ship accidents, which occurred between 2010-2018, have been selected from the database. In addition to the availability of a reliable and comprehensive database, taking advantage of the robust statistical models for investigation is critical to improving the safety of ships. Thus, descriptive analysis has been used in the research to identify causes and conditional factors related to different types of ship accidents. The research outcomes underline the fact that environmental factors and day and night ratio have great influence on ship safety.

Keywords: Descriptive analysis, maritime industry, maritime safety, marine accident analysis.

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Authors: Shilpi Sharma, J. S. Sodhi

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The advent of social networking technologies has been met with mixed reactions in academic and corporate circles around the world. This study explored the influence of social network in current era, the relation being maintained between the Social networking site and its user by the extent of use, benefits and latest technologies. The study followed a descriptive research design wherein a questionnaire was used as the main research tool. The data collected was analyzed using SPSS 16. Data was gathered from 1205 users and analyzed in accordance with the objectives of the study. The analysis of the results seem to suggest that the majority of users were mainly using Facebook, despite of concerns raised about the disclosure of personal information on social network sites, users continue to disclose huge quantity of personal information, they find that reading privacy policy is time consuming and changes made can result into improper settings.

Keywords: Social Networking Sites, Privacy Policy, Disclosure of Personal Information.

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Authors: Peggy S. C. van Teunenbroek

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Recently, philanthropic crowd-funding -the raising of external funding from a large audience via social networks or social media- emerged as a new funding instrument for the Dutch cultural sector. However, such philanthropic crowdfunding in the US and the Netherlands is less successful than any other form of crowdfunding. We argue that social aspects are an important stimulus in philanthropic crowd-funding since previous research has shown that crowdfunding is stimulated by something beyond financial merits. Put simply, crowd-funding seems to be a socially motivated activity. In this paper we focus on the effect of social information, described as information about the donation behavior of previous donors. Using a classroom experiment we demonstrated a positive effect of social information on the donation behavior in crowdfunding campaigns. Our study extends previous research by showing who is affected by social information and why, and highlights how social information can be used to stimulate individuals to donate more to crowdfunding projects.

Keywords: Online donation behavior, philanthropic crowd-funding, social information, social influence, social motivation.

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Authors: Alesya Ya. Maruk, Olga E. Klementyeva, Ekaterina I. Lesik, Anton A. Larenkov, Alexander B. Bruskin

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Alpfa-fetoprotein and its fragments may be an important vehicle for targeted delivery of radionuclides to the tumor. We investigated the effect of conditions on the labeling of biologically active synthetic peptide based on the (F-afp) with technetium-99m. The influence of the nature of the buffer solution, pH, concentration of reductant, concentration of the peptide and the reaction temperature on the yield of labeling was examined. As a result, the following optimal conditions for labeling of (F-afp) are found: pH 8.5 (phosphate and bicarbonate buffers) and pH from 1.7 to 7.0 (citrate buffer). The reaction proceeds with sufficient yield at room temperature for 30 min at the concentration of SnCl2 and (Fafp) (F-afp) is to be less than 10 mkg/ml and 25 mkg/ml, respectively. Investigations of the test drug accumulation in the tumor cells of human breast cancer were carried out. Results can be assumed that the in vivo study of the (F-afp) in experimental tumor lesions will show concentrations sufficient for imaging these lesions by SPECT.

Keywords: peptide, technetium-99m, tumor, SPECT.

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Authors: Lv Shizeng, Han Xiao, Zhang Yi, Ding Wenjing

Abstract:

The lunar sample storage device is mainly used for the preparation of the lunar samples, observation, physical analysis and other work. The lunar samples and operating equipment are placed directly inside the storage device. The inside of the storage device is a high purity nitrogen environment to ensure that the sample is not contaminated by the Earth's environment. In order to ensure that the water and oxygen indicators in the storage device meet the sample requirements, a dynamic gas cycle is required between the storage device and the external purification equipment. However, the internal gas disturbance in the storage device can affect the operation of the sample. In this paper, the storage device model is established, and the tetrahedral mesh is established by Tetra/Mixed method. The influence of different inlet position and gas flow on the internal flow field disturbance is calculated, and the disturbed flow area should be avoided during the sampling operation.

Keywords: Lunar samples, gas disturbance, storage device, characteristic analysis.

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Authors: Marian Dragomir, Alin Dragomir

Abstract:

In the paper, two fault location algorithms are presented for transmission lines which use the line parameters to estimate the distance to the fault. The first algorithm uses only the measurements from one end of the line and the positive and zero sequence parameters of the line, while the second one uses the measurements from both ends of the line and only the positive sequence parameters of the line. The algorithms were tested using a transmission grid transposed in MATLAB. In a first stage it was established a fault location base line, where the algorithms mentioned above estimate the fault locations using the exact line parameters. After that, the positive and zero sequence resistance and reactance of the line were calculated again for different ground resistivity values and then the fault locations were estimated again in order to compare the results with the base line results. The results show that the algorithm which uses the zero sequence impedance of the line is the most sensitive to the line parameters modifications. The other algorithm is less sensitive to the line parameters modification.

Keywords: Estimation algorithms, fault location, line parameters, simulation tool.

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Authors: Ezeni Brzovska, Durdana Ozretic-Dosen

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The purpose of this paper is to deepen the understanding of the product cues that influence purchase decision for a specific product category – chocolate, and to identify demographic differences in the buying behavior. ANOVA was employed for analyzing the significance level for nine product cues, and the survey showed statistically significant differences among different age and gender groups, and between respondents with different levels of education. From the theoretical perspective, the study adds to the existing knowledge by contributing with the research results from the new environment (Southeast Europe, Macedonia), which has been neglected so far. Establishing the level of significance for the product cues that affect buying behavior in the chocolate consumption context might help managers to improve marketing decision-making, and better meet consumer needs through identifying opportunities for packaging innovations and/or personalization toward different target groups.

Keywords: Chocolate consumption context, chocolate selection, demographic characteristics, product cues.

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Authors: Omar M. Ben-Sasi

Abstract:

A total of fourteen slab-edge beam-column connection specimens were tested gradually to failure under the effect of simultaneous action of shear force and moment. The objective was to investigate the influence of some parameters thought to be important on the behavior and strength of slab-column connections with edge beams encountered in flat slab flooring and roofing systems. The parameters included the existence and strength of edge beam, depth and width of edge beam, steel reinforcement ratio of slab, ratio of moment to shear force, and the existence of openings in the region next to the column.

Results obtained demonstrated the importance of the studied parameters on the strength and behavior of slab-column connections with edge beams.

Keywords: Strength, flat slab, slab-column connections, shear force, moment, behavior.

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Authors: Michiko Miyamoto

Abstract:

This paper empirically investigates whether information technology (IT) strategies, business strategies, and divisions are aligned to meet overall business goals for Korean Small and medium-sized enterprises (SMEs), based on structure based Strategic Alignment Model, and make comparison with those of Japanese SMEs. Using 2,869 valid responses of Korean Human Capital Corporate Panel survey, a result of this study suggests that Korean human resources (HR) departments have a major influence over IT strategy, which is the same as Japanese SMEs, even though their management styles are quite different. As for IT strategy, it is not related to other departments at all for Korean SMEs. The Korean management seems to possess a great power over each division, such as Sales/Service, Research and Development/Technical Experts, HR, and Production.

Keywords: IT-business alignment, structured based strategic alignment model, structural equation model, human resources department.

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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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