Search results for: Service Interaction Patterns

Authors: Kihyon Kwon, Hyun T. Park, Gil Y. Chung, Sang-Hoon Lee

Abstract:

This paper focuses on assessing sloshing-induced overflow of the seismically-isolated nuclear tanks based on Fluid-Structure Interaction (FSI) analysis. Typically, fluid motion in the seismically-isolated nuclear tank systems may be rather amplified and even overflowed under earthquake. Sloshing-induced overflow in those structures has to be reliably assessed and predicted since it can often cause critical damages to humans and environments. FSI analysis is herein performed to compute the total cumulative overflowed water volume more accurately, by coupling ANSYS with CFX for structural and fluid analyses, respectively. The approach is illustrated on a nuclear liquid storage tank, Spent Fuel Pool (SFP), forgiven conditions under consideration: different liquid levels, Peak Ground Accelerations (PGAs), and post earthquakes. 

Keywords: FSI analysis, seismically-isolated nuclear tank system, sloshing-induced overflow.

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Authors: D. Adhikari, R. P. Koirala, B.P. Singh

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A self-association model has been used to understand the concentration dependence of free energy of mixing (GM), heat of mixing (HM), entropy of mixing (SM), activity (a) and microscopic structures, such as concentration fluctuation in long wavelength limit (Scc(0)) and Warren-Cowley short range order parameter ( 1 α )for Cu- Tl molten alloys at 1573K. A comparative study of surface tension of the alloys in the liquid state at that temperature has also been carried out theoretically as function of composition in the light of Butler-s model, Prasad-s model and quasi-chemical approach. Most of the computed thermodynamic properties have been found in agreement with the experimental values. The analysis reveals that the Cu-Tl molten alloys at 1573K represent a segregating system at all concentrations with moderate interaction. Surface tensions computed from different approaches have been found to be comparable to each other showing increment with the composition of copper.

Keywords: Concentration fluctuations, surface tension, thermodynamic properties, Quasi-chemical approximation.

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Authors: Afrooz Moatari Kazerouni

Abstract:

In a competitive production environment, critical decision making are based on data resulted by random sampling of product units. Efficiency of these decisions depends on data quality and also their reliability scale. This point leads to the necessity of a reliable measurement system. Therefore, the conjecture process and analysing the errors contributes to a measurement system known as Measurement System Analysis (MSA). The aim of this research is on determining the necessity and assurance of extensive development in analysing measurement systems, particularly with the use of Repeatability and Reproducibility Gages (GR&R) to improve physical measurements. Nowadays in productive industries, repeatability and reproducibility gages released so well but they are not applicable as well as other measurement system analysis methods. To get familiar with this method and gain a feedback in improving measurement systems, this survey would be on “ANOVA" method as the most widespread way of calculating Repeatability and Reproducibility (R&R).

Keywords: Analysis of Variance (ANOVA), MeasurementSystem Analysis (MSA), Part-Operator interaction effect, Repeatability and Reproducibility.

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Authors: Sergey M. Karabanov, Dmitry V. Suvorov

Abstract:

Magnetically controlled microelectromechanical system (MCMEMS) switches is one of the directions in the field of micropower switching technology. MCMEMS switches are a promising alternative to Hall sensors and reed switches. The most important parameter for MCMEMS is the contact resistance, which should have a minimum value and is to be stable for the entire duration of service life. The value and stability of the contact resistance is mainly determined by the contact coating material. This paper presents the research results of a contact coating based on nanoscale ruthenium films obtained by electrolytic deposition. As a result of the performed investigations, the deposition modes of ruthenium films are chosen, the regularities of the contact resistance change depending on the number of contact switching, and the coating roughness are established. It is shown that changing the coating roughness makes it possible to minimize the contact resistance.

Keywords: Contact resistance, electrode coating, electrolythic deposition, magnetically controlled MEMS.

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Authors: Raheleh Khademian, Roghayeh Aminian

Abstract:

For the study of salinity stress on Vicia villosa and calcium effect for modulation of that, an experiment was conducted under hydroponic condition, and some important morphological and physiological characteristics were evaluated. This experiment was conducted as a factorial based on randomized complete design with three replications. The treatments include salinity stress in three levels (0, 50, and 100 mM NaCl) and calcium in two levels (content in Hoagland solution and double content). The results showed that all morphological and physiological traits include root and shoot length, root and shoot wet and dry weight, leaf area, leaf chlorophyll content, RWC, CMS, and biological yield was significantly different from the control and is affected by the salinity stress severely. But, calcium effect on them was not significant despite of decreasing salinity effect.

Keywords: Vicia villossa, salinity stress, calcium, hydroponic.

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Authors: Abdelkrim Zitouni, Mounir Zid, Sami Badrouchi, Rached Tourki

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The Globally Asynchronous Locally Synchronous Network on Chip (GALS NoC) is the most efficient solution that provides low latency transfers and power efficient System on Chip (SoC) interconnect. This study presents a GALS and generic NoC architecture based on a configurable router. This router integrates a sophisticated dynamic arbiter, the wormhole routing technique and can be configured in a manner that allows it to be used in many possible NoC topologies such as Mesh 2-D, Tree and Polygon architectures. This makes it possible to improve the quality of service (QoS) required by the proposed NoC. A comparative performances study of the proposed NoC architecture, Tore architecture and of the most used Mesh 2D architecture is performed. This study shows that Spidergon architecture is characterised by the lower latency and the later saturation. It is also shown that no matter what the number of used links is raised; the Links×Diameter product permitted by the Spidergon architecture remains always the lower. The only limitation of this architecture comes from it-s over cost in term of silicon area.

Keywords: Dynamic arbiter, Generic router, Spidergon NoC, SoC.

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Authors: A. Bessam, M. T. Kimour

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Real-time embedded systems should benefit from component-based software engineering to handle complexity and deal with dependability. In these systems, applications should not only be logically correct but also behave within time windows. However, in the current component based software engineering approaches, a few of component models handles time properties in a manner that allows efficient analysis and checking at the architectural level. In this paper, we present a meta-model for component-based software description that integrates timing issues. To achieve a complete functional model of software components, our meta-model focuses on four functional aspects: interface, static behavior, dynamic behavior, and interaction protocol. With each aspect we have explicitly associated a time model. Such a time model can be used to check a component-s design against certain properties and to compute the timing properties of component assemblies.

Keywords: Real-time systems, Software architecture, software component, dependability, time properties, ADL, metamodeling.

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Authors: M. Erol Genevois, D. Celik, H. Z. Ulukan

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Automated Teller Machines (ATMs) can be considered among one of the most important service facilities in the banking industry. The investment in ATMs and the impact on the banking industry is growing steadily in every part of the world. The banks take into consideration many factors like safety, convenience, visibility, and cost in order to determine the optimum locations of ATMs. Today, ATMs are not only available in bank branches but also at retail locations. Another important factor is the cash management in ATMs. A cash demand model for every ATM is needed in order to have an efficient cash management system. This forecasting model is based on historical cash demand data which is highly related to the ATMs location. So, the location and the cash management problem should be considered together. This paper provides a general review on studies, efforts and development in ATMs location and cash management problem.

Keywords: ATM location problem, cash management problem, ATM cash replenishment problem, literature review in ATMs.

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Authors: Gülfem Alptekin, S. Emre Alptekin

Abstract:

Global competitiveness has recently become the biggest concern of both manufacturing and service companies. Electronic commerce, as a key technology enables the firms to reach all the potential consumers from all over the world. In this study, we have presented commonly used electronic payment systems, and then we have shown the evaluation of these systems in respect to different criteria. The payment systems which are included in this research are the credit card, the virtual credit card, the electronic money, the mobile payment, the credit transfer and the debit instruments. We have realized a systematic comparison of these systems in respect to three main criteria: Technical, economical and social. We have conducted a fuzzy multi-criteria decision making procedure to deal with the multi-attribute nature of the problem. The subjectiveness and imprecision of the evaluation process are modeled using triangular fuzzy numbers.

Keywords: Electronic payment systems, fuzzy multi-criteriadecision making, analytical hierarchy process.

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Authors: Haythem Yahyaoui, Samir Moalla, Mounir Bouden, Skander Ghorbel

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Nowadays, cloud environments are becoming a need for companies, this new technology gives the opportunities to access to the data anywhere and anytime. It also provides an optimized and secured access to the resources and gives more security for the data which is stored in the platform. However, some companies do not trust Cloud providers, they think that providers can access and modify some confidential data such as bank accounts. Many works have been done in this context, they conclude that encryption methods realized by providers ensure the confidentiality, but, they forgot that Cloud providers can decrypt the confidential resources. The best solution here is to apply some operations on the data before sending them to the provider Cloud in the objective to make them unreadable. The principal idea is to allow user how it can protect his data with his own methods. In this paper, we are going to demonstrate our approach and prove that is more efficient in term of execution time than some existing methods. This work aims at enhancing the quality of service of providers and ensuring the trust of the customers. 

Keywords: Confidentiality, cryptography, security issues, trust issues.

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Authors: Siliang Wang, Minghui Wang

Abstract:

This work proposes a novel market-based air traffic flow control model considering competitive airlines in air traffic network. In the flow model, an agent based framework for resources (link/time pair) pricing is described. Resource agent and auctioneer for groups of resources are also introduced to simulate the flow management in Air Traffic Control (ATC). Secondly, the distributed group pricing algorithm is introduced, which efficiently reflect the competitive nature of the airline industry. Resources in the system are grouped according to the degree of interaction, and each auctioneer adjust s the price of one group of resources respectively until the excess demand of resources becomes zero when the demand and supply of resources of the system changes. Numerical simulation results show the feasibility of solving the air traffic flow control problem using market mechanism and pricing algorithms on the air traffic network.

Keywords: Air traffic control, Nonlinear programming, Marketmechanism, Route policy.

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Authors: S. Pancucci

Abstract:

Professional development is the focus of this study. It reports on questionnaire data that examined the perceived effectiveness of the Train the Trainer model of technology professional development for elementary teachers. Eighty-three selected teachers called Information Technology Coaches received four half-day and one after-school in-service sessions. Subsequently, coaches shared the information and skills acquired during training with colleagues. Results indicated that participants felt comfortable as Information Technology Coaches and felt well prepared because of their technological professional development. Overall, participants perceived the Train the Trainer model to be effective. The outcomes of this study suggest that the use of the Train the Trainer model, a known professional development model, can be an integral and interdependent component of the newer more comprehensive learning community professional development model.

Keywords: change, education, learning community, professional development, school improvement, technology coach, Train the Trainer.

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Authors: K. Pana-Suppamassadu, P. Jeimrittiwong, P. Narataruksa, S. Tungkamani

Abstract:

The aim of this work is to investigate on the internalflow patterns in a plate heat exchanger channel, which affect the rate of sedimentation fouling on the heat transfer surface of the plate heat exchanger. The research methodologies were the computer simulation using Computational Fluid Dynamics (CFD) and the experimental works. COMSOL MULTIPHYSICS™ Version 3.3 was used to simulate the velocity flow fields to verify the low and high flow regions. The results from the CFD technique were then compared with the images obtained from the experiments in which the fouling test rig was set up with a singlechannel plate heat exchanger to monitor the fouling of calcium carbonate. Two parameters were varied i.e., the crossing angle of the two plate: 55/55, 10/10, and 55/10 degree, and the fluid flow rate at the inlet: 0.0566, 0.1132 and 0.1698 m/s. The type of plate “GX-12" (the surface area 0.12 m2, the depth 2.9 mm, the width of fluid flow 215 mm and the thickness of stainless plate of 0.5 mm) was used in this study. The results indicated that the velocity distribution for the case of 55/55 degree seems to be very well organized when compared with the others. Also, an increase in the inlet velocity resulted in the reduction of fouling rate on the surface of plate heat exchangers.

Keywords: Computational fluid dynamics, crossing angles, finite element method, plate heat exchanger.

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Authors: A. A. Jafari, A. M. Khoshnood, J. Roshanian

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Attitude control of aerospace system with liquid containers may face to a problem associate with fuel sloshing. The sloshing phenomena can degrade the stability of control system and in the worst case, interaction between the attitude control system and fuel vibration leading to resonance. In this paper, a full process of nonlinear dynamic modeling of an aerospace launch vehicle with fuel sloshing is given. Then, a new control system based on model reference adaptive filter is proposed and its algorithm is extracted. This controller implemented on the main attitude control system. Finally, numerical simulation of nonlinear model and control system is carried out to examine the performance of the new controller. Results of simulations show that the inconvenient effects of the fuel sloshing by augmenting this control system are reduced and attitude control system performs, satisfactorily.

Keywords: nonlinear dynamic modeling, fuel sloshing, vibration control, model reference, adaptive filter

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Authors: Hany Alashwal, Safaai Deris, Razib M. Othman

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Predicting protein-protein interactions represent a key step in understanding proteins functions. This is due to the fact that proteins usually work in context of other proteins and rarely function alone. Machine learning techniques have been applied to predict protein-protein interactions. However, most of these techniques address this problem as a binary classification problem. Although it is easy to get a dataset of interacting proteins as positive examples, there are no experimentally confirmed non-interacting proteins to be considered as negative examples. Therefore, in this paper we solve this problem as a one-class classification problem using one-class support vector machines (SVM). Using only positive examples (interacting protein pairs) in training phase, the one-class SVM achieves accuracy of about 80%. These results imply that protein-protein interaction can be predicted using one-class classifier with comparable accuracy to the binary classifiers that use artificially constructed negative examples.

Keywords: Bioinformatics, Protein-protein interactions, One-Class Support Vector Machines

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Authors: M. Kaggwa

Abstract:

Technology or lack of it will play an important role in Africa-s effort to achieve inclusive development. Although a key determinant of competitiveness, new technology can exacerbate exclusion of the majority from the mainstream economic activities. To minimise potential technology exclusion while leveraging its critical role in African-s development, requires insight into technology diffusion process. Using system dynamics approach, a technology diffusion model is presented. The frequency of interaction of people exposed to and those not exposed to technology, and the technology adoption rate - the fraction of people who embrace new technologies once they are exposed, are identified as the broad factors critical to technology diffusion to wider society enabling more people to be part of the economic growth process. Based on simulation results, it is recommends that these two broad factors should form part of national policy aimed at achieving inclusive and sustainable development in Africa.

Keywords: Inclusive Development, System Dynamics, Technology, Technology diffusion.

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Authors: Yassine Meraihi, Dalila Acheli, Rabah Meraihi

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Vehicular Ad hoc Network (VANET) is a special case of Mobile Ad hoc Network (MANET) used to establish communications and exchange information among nearby vehicles and between vehicles and nearby fixed infrastructure. VANET is seen as a promising technology used to provide safety, efficiency, assistance and comfort to the road users. Routing is an important issue in Vehicular Ad Hoc Network to find and maintain communication between vehicles due to the highly dynamic topology, frequently disconnected network and mobility constraints.

This paper evaluates the performance of two most popular proactive routing protocols OLSR and DSDV in real city traffic scenario on the basis of three metrics namely Packet delivery ratio, throughput and average end to end delay by varying vehicles density and transmission range.

Keywords: DSDV, OLSR, Quality of service, Routing protocols, VANET.

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Authors: Yimeng Deng, Klarissa T.T. Chang

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The proliferation of user-generated content (UGC) results in huge opportunities to explore event patterns. However, existing event recommendation systems primarily focus on advanced information technology users. Little work has been done to address novice and low-literacy users. The next billion users providing and consuming UGC are likely to include communities from developing countries who are ready to use affordable technologies for subsistence goals. Therefore, we propose a design framework for providing event recommendations to address the needs of such users. Grounded in information integration theory (IIT), our framework advocates that effective event recommendation is supported by systems capable of (1) reliable information gathering through structured user input, (2) accurate sense making through spatial-temporal analytics, and (3) intuitive information dissemination through interactive visualization techniques. A mobile pest management application is developed as an instantiation of the design framework. Our preliminary study suggests a set of design principles for novice and low-literacy users.

Keywords: Event recommendation, iconic interface, information integration, spatial-temporal clustering, user-generated content, visualization techniques

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Authors: A. Maghari, V. H. Maleki

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In this paper, we present a quantum statistical mechanical formulation from our recently analytical expressions for partial-wave transition matrix of a three-particle system. We report the quantum reactive cross sections for three-body scattering processes 1+(2,3)→1+(2,3) as well as recombination 1+(2,3)→1+(3,1) between one atom and a weakly-bound dimer. The analytical expressions of three-particle transition matrices and their corresponding cross-sections were obtained from the threedimensional Faddeev equations subjected to the rank-two non-local separable potentials of the generalized Yamaguchi form. The equilibrium quantum statistical mechanical properties such partition function and equation of state as well as non-equilibrium quantum statistical properties such as transport cross-sections and their corresponding transport collision integrals were formulated analytically. This leads to obtain the transport properties, such as viscosity and diffusion coefficient of a moderate dense gas.

Keywords: Statistical mechanics, Nonlocal separable potential, three-body interaction, Faddeev equations.

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Authors: Silva, Fátima, Fernandes, Paula Odete

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The future of Higher Education Institutions (HEI) depend on their ability to attract and retain students, increase recognition and prestige. In order to respond to the 'customers' increasingly demanding, HEI need to identify the key factors that influence the satisfaction of a 'customers', thereby creating competitive advantages. These determinants of satisfaction are important elements that guide the strategy of an institution and allow the successful achievement of strategic plans, both teaching and administrative, to offer their ‘costumers’ services and products with higher quality. Following this way of thinking, the purpose of this study was to evaluate the satisfaction with the service quality of the School of Technology and Management of Bragança (ESTiG), of the Polytechnic Institute of Bragança, identifying, thus, the dimensions related to the quality of services that might influence students' satisfaction. The results showed that, in general, the students are satisfied with the performance of ESTiG.

Keywords: Customer Satisfaction, Higher Education Institutions, Importance-Satisfaction Model.

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

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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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Authors: Yi-Cheng Huang, Yan-Chen Shin

Abstract:

This paper proposes method of diagnosing ball screw preload loss through the Hilbert-Huang Transform （HHT） and Multiscale entropy （MSE） process. The proposed method can diagnose ball screw preload loss through vibration signals when the machine tool is in operation. Maximum dynamic preload of 2 %, 4 %, and 6 % ball screws were predesigned, manufactured, and tested experimentally. Signal patterns are discussed and revealed using Empirical Mode Decomposition（EMD）with the Hilbert Spectrum. Different preload features are extracted and discriminated using HHT. The irregularity development of a ball screw with preload loss is determined and abstracted using MSE based on complexity perception. Experiment results show that the proposed method can predict the status of ball screw preload loss. Smart sensing for the health of the ball screw is also possible based on a comparative evaluation of MSE by the signal processing and pattern matching of EMD/HHT. This diagnosis method realizes the purposes of prognostic effectiveness on knowing the preload loss and utilizing convenience.

Keywords: Empirical Mode Decomposition, Hilbert-Huang Transform, Multi-scale Entropy, Preload Loss, Single-nut Ball Screw

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Authors: Suppara Charoenpoom

Abstract:

This paper was aimed to survey the level of awareness of traditional grocery stores in Bangkok in these categories: location, service quality, risk, shopping, worthwhile, shopping satisfaction, and future shopping intention. The paper was also aimed to survey factors influencing the decision to shop at traditional grocery stores in Bangkok in the future. The findings revealed that consumers had a high level of awareness of traditional grocery stores in Bangkok. Consumers were aware that the price was higher and it was riskier to buy goods and services at traditional grocery stores but they still had a high level of preference to patronage traditional grocery stores. This was due to the reasons that there was a high level of satisfaction from the factors of the friendliness of the owner, the ability to negotiate the price, the ability to buy on credit, free delivery, and the enjoyment to meet with other customers in the same neighborhood.

Keywords: Business Management, Thai Economy, Traditional Grocery Store.

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Authors: Edison Muzenda, Freeman Ntuli, Tsietsi Jefrey Pilusa

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This paper highlights some interesting facts on South African-s waste situation and management strategies, in particular the Integrated Waste Management. South Africa supports a waste hierarchy by promoting cleaner production, waste minimisation, reuse, recycling and waste treatment with disposal and remediation as the last preferred options in waste management. The drivers for waste management techniques are identified as increased demand for waste service provision; increased demand for waste minimisation; recycling and recovery; land use, physical and environmental limitations; and socio-economic and demographic factors. The South African government recognizes the importance of scientific research as outlined on the white paper on Integrated Pollution and Waste Management (IP and WM) (DEAT, 2000).

Keywords: Cleaner production, demographic factors, environmental quality, integrated waste management, hierarchy, recycling

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Authors: Mami Sugiura, Shinichi Arakawa, Masayuki Murata, Satoshi Imai, Toru Katagiri, Motoyoshi Sekiya

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API (Application Programming Interface) economy, where many participants join/interact and form the economy, is expected to increase collaboration between information services through API, and thereby, it is expected to increase market value from the service collaborations. In this paper, we introduce API evaluators, which are the activator of API economy by reviewing and/or evaluating APIs, and develop a multi-sided API economy model that formulates interactions among platform provider, API developers, consumers, and API evaluators. By obtaining the equilibrium that maximizes utility of all participants, the impact of API evaluators on the utility of participants in the API economy is revealed. Numerical results show that, with the existence of API evaluators, the number of developers and consumers increase by 1.5% and the utility of platformer increases by 2.3%. We also discuss the strategies of platform provider to maximize its utility under the existence of API evaluators.

Keywords: API economy, multi-sided markets, API evaluator, platform, platform provider.

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Authors: Maurizio Mastroianni, Lou Savoni, Paul Henshaw, Gary W. Rankin

Abstract:

The refueling of a transparent rectangular fuel tank fitted with a standard filler pipe and roll-over valve was experimentally studied. A fuel-conditioning cart, capable of handling fuels of different Reid vapor pressure at a constant temperature, was used to dispense fuel at the desired rate. The experimental protocol included transient recording of the tank and filler tube pressures while video recording the flow patterns in the filler tube and tank during the refueling process. This information was used to determine the effect of changes in the vent tube diameter, fuel-dispense flow rate and fuel Reid vapor pressure on the pressure-time characteristics and the occurrence of premature fuel filling shut-off and fuel spill-back. Pressure-time curves for the case of normal shut-off demonstrated the classic, three-phase characteristic noted in the literature. The variation of the maximum values of tank dome and filler tube pressures are analyzed in relation to the occurrence of premature shut-off.

Keywords: experimental study, fuel tank filling, premature shutoff, spill-back

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Authors: Nataša Šarlija, Sanja Pfeifer

Abstract:

This study analyzes the innovative orientation of the Croatian entrepreneurs. Innovative orientation is represented by the perceived extent to which an entrepreneur’s product or service or technology is new, and no other businesses offer the same product. The sample is extracted from the GEM Croatia Adult Population Survey dataset for the years 2003-2013. We apply descriptive statistics, t-test, Chi-square test and logistic regression. Findings indicate that innovative orientations vary with personal, firm, meso and macro level variables, and between different stages in entrepreneurship process. Significant predictors are occupation of the entrepreneurs, size of the firm and export aspiration for both early stage and established entrepreneurs. In addition, fear of failure, expecting to start a new business and seeing an entrepreneurial career as a desirable choice are predictors of innovative orientation among early stage entrepreneurs.

Keywords: Multilevel determinants of the innovative orientation, Croatian early stage entrepreneurs, established businesses, GEM evidence.

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Authors: Michał Białek, Simon J. Handley

Abstract:

Moral decisions are considered as an intuitive process, while conscious reasoning is mostly used only to justify those intuitions. This problem is described in few different dual-process theories of mind, that are being developed e.g. by Frederick and Kahneman, Stanovich and Evans. Those theories recently evolved into tri-process theories with a proposed process that makes ultimate decision or allows to paraformal processing with focal bias.. Presented experiment compares the decision patterns to the implications of those models. In presented study participants (n=179) considered different aspects of trolley dilemma or its footbridge version and decided after that. Results show that in the control group 70% of people decided to use the lever to change tracks for the running trolley, and 20% chose to push the fat man down the tracks. In contrast, after experimental manipulation almost no one decided to act. Also the decision time difference between dilemmas disappeared after experimental manipulation. The result supports the idea of three co-working processes: intuitive (TASS), paraformal (reflective mind) and algorithmic process.

Keywords: Moral reasoning, moral decision, reflection, trolley problem, dual-process theory of reasoning, tri-process theory of cognition.

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Authors: Chin Tangtarntana

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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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Authors: P. Zamov, H. Spangenberg

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Presents a concept for a multidisciplinary process supporting effective task transitions between different technical domains during the architectural design stage. A system configuration challenge is the multifunctional driven increased solution space. As a consequence, more iteration is needed to find a global optimum, i.e. a compromise between involved disciplines without negative impact on development time. Since state of the art standards like ISO 15288 and VDI 2206 do not provide a detailed methodology on multidisciplinary design process, higher uncertainties regarding final specifications arise. This leads to the need of more detailed and standardized concepts or processes which could mitigate risks. The performed work is based on analysis of multidisciplinary interaction, of modeling and simulation techniques. To demonstrate and prove the applicability of the presented concept, it is applied to the design of aircraft high lift systems, in the context of the engineering disciplines kinematics, actuation, monitoring, installation and structure design.

Keywords: Systems engineering, multidisciplinary, architectural design, high lift system.

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