Search results for: Chinese online travelers
Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 860

Search results for: Chinese online travelers

680 Unconstrained Arabic Online Handwritten Words Segmentation using New HMM State Design

Authors: Randa Ibrahim Elanwar, Mohsen Rashwan, Samia Mashali

Abstract:

In this paper we propose a segmentation system for unconstrained Arabic online handwriting. An essential problem addressed by analytical-based word recognition system. The system is composed of two-stages the first is a newly special designed hidden Markov model (HMM) and the second is a rules based stage. In our system, handwritten words are broken up into characters by simultaneous segmentation-recognition using HMMs of unique design trained using online features most of which are novel. The HMM output characters boundaries represent the proposed segmentation points (PSP) which are then validated by rules-based post stage without any contextual information help to solve different segmentation errors. The HMM has been designed and tested using a self collected dataset (OHASD) [1]. Most errors cases are cured and remarkable segmentation enhancement is achieved. Very promising word and character segmentation rates are obtained regarding the unconstrained Arabic handwriting difficulty and not using context help.

Keywords: Arabic, Hidden Markov Models, online handwriting, word segmentation

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679 Conceptual Model for Massive Open Online Blended Courses Based on Disciplines’ Concepts Capitalization and Obstacles’ Detection

Authors: N. Hammid, F. Bouarab-Dahmani, T. Berkane

Abstract:

Since its appearance, the MOOC (massive open online course) is gaining more and more intention of the educational communities over the world. Apart from the current MOOCs design and purposes, the creators of MOOC focused on the importance of the connection and knowledge exchange between individuals in learning. In this paper, we present a conceptual model for massive open online blended courses where teachers over the world can collaborate and exchange their experience to get a common efficient content designed as a MOOC opened to their students to live a better learning experience. This model is based on disciplines’ concepts capitalization and the detection of the obstacles met by their students when faced with problem situations (exercises, projects, case studies, etc.). This detection is possible by analyzing the frequently of semantic errors committed by the students. The participation of teachers in the design of the course and the attendance by their students can guarantee an efficient and extensive participation (an important number of participants) in the course, the learners’ motivation and the evaluation issues, in the way that the teachers designing the course assess their students. Thus, the teachers review, together with their knowledge, offer a better assessment and efficient connections to their students.

Keywords: MOOC, Massive Open Online Courses, Online learning, E-learning, Blended learning.

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678 User-Based Cannibalization Mitigation in an Online Marketplace

Authors: Vivian Guo, Yan Qu

Abstract:

Online marketplaces are not only digital places where consumers buy and sell merchandise, and they are also destinations for brands to connect with real consumers at the moment when customers are in the shopping mindset. For many marketplaces, brands have been important partners through advertising. There can be, however, a risk of advertising impacting a consumer’s shopping journey if it hurts the use experience or takes the user away from the site. Both could lead to the loss of transaction revenue for the marketplace. In this paper, we present user-based methods for cannibalization control by selectively turning off ads to users who are likely to be cannibalized by ads subject to business objectives. We present ways of measuring cannibalization of advertising in the context of an online marketplace and propose novel ways of measuring cannibalization through purchase propensity and uplift modeling. A/B testing has shown that our methods can significantly improve user purchase and engagement metrics while operating within business objectives. To our knowledge, this is the first paper that addresses cannibalization mitigation at the user-level in the context of advertising.

Keywords: Cannibalization, machine learning, online marketplace, revenue optimization, yield optimization.

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677 The Impact of Grammatical Differences on English-Mandarin Chinese Simultaneous Interpreting

Authors: Miao Sabrina Wang

Abstract:

This paper examines the impact of grammatical differences on simultaneous interpreting from English into Mandarin Chinese by drawing upon an empirical study of professional and student interpreters. The research focuses on the effects of three grammatical categories including passives, adverbial components and noun phrases on simultaneous interpreting. For each category, interpretations of instances in which the grammatical structures are the same across the two languages are compared with interpretations of instances in which the grammatical structures differ across the two languages in terms of content accuracy and delivery appropriateness. The results indicate that grammatical differences have a significant impact on the interpreting performance of both professionals and students.

Keywords: Grammatical differences, simultaneous interpreting, content accuracy, delivery appropriateness.

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676 Horizontal Directivity of Pipa Radiation

Authors: Xin Wang, Yuanzhong Wang

Abstract:

Pipa is one of the most important Chinese traditional plucked instruments, but its directivity has never been measured systematically. In western, directivity of loudness for western instruments is deeply researched through analysis of sound pressure level, whereas the directivity of timbre is seldom studied. In this paper, a new method for directivity of timbre was proposed, and horizontal directivity patterns of loudness and timbre of Pipa were measured. Directivity of Pipa radiation was measured in an anechoic room. The sound of Pipa played by a musician was recorded simultaneously by 32 microphones with Pipa in the center. The measuring results were examined through listening test. According to the measurement of Pipa directivity radiation, we put forward the best localization of Pipa in the Chinese traditional orchestra and the optimal recording region.

Keywords: Directivity, Pipa, Roughness, Listening test.

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675 Evaluation of Antiglycation Effects of Extracts Obtained from Canarium album Raeusch Fruit and Beneficial Activity on Advanced Glycation Endproduct-Mediated Oxidative Stress and Inflammation in Monocytes and Vascular Endothelial Cells

Authors: Chiung-Tsun Kuoa, Tzu-Hao Liu, Fang-Yi Lin, Tai-Hao Hsu, Hui-Yin Chen

Abstract:

Hyperglycemia-mediated accumulation of advanced glycation end-products (AGEs) play a pivotal role in the development of diabetic complications by inducing inflammation. In the present study, we evaluated the possible effects of water/ethanol (1/1, v/v) extracts (WEE) and its fractions from Canarium album Raeusch. (Chinese olive) which is a fruit used on AGEs-stimulated oxidative stress and inflammation in monocytes and vascular endothelial cells. Co-incubation of EA.hy926 endothelial cells with WEE and its fractions for 24h resulted in a significant decrease of monocyte–endothelial cell adhesion, the expression of ICAM-1, generation of intracellular ROS and depletion of GSH induced by AGEs. Chinese olive fruit extracts also reduced the expression of pro-inflammatory mediates, such as TNF-α, IL-1β and IL-6 in THP-1 cells. These findings suggested that Chinese olive fruit was able to protect vascular endothelium from dysfunction induced by AGEs. 

Keywords: Advanced glycation end-products (AGEs), Canarium album Raeusch, endothelial dysfunction, inflammation.

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674 The Practice of Teaching Chemistry by the Application of Online Tests

Authors: Nikolina Ribarić

Abstract:

E-learning is most commonly defined as a set of applications and processes, such as Web-based learning, computer-based learning, virtual classrooms and digital collaboration, that enable access to instructional content through a variety of electronic media. The main goal of an e-learning system is learning, and the way to evaluate the impact of an e-learning system is by examining whether students learn effectively with the help of that system. Testmoz is a program for online preparation of knowledge evaluation assignments. The program provides teachers with computer support during the design of assignments and evaluating them. Students can review and solve assignments and also check the correctness of their solutions. Research into the increase of motivation by the practice of providing teaching content by applying online tests prepared in the Testmoz program, was carried out with students of the 8th grade of Ljubo Babić Primary School in Jastrebarsko. The students took the tests in their free time, from home, for an unlimited number of times. SPSS was used to process the data obtained by the research instruments. The results of the research showed that students preferred to practice teaching content, and achieved better educational results in chemistry, when they had access to online tests for repetition and practicing in relation to subject content which was checked after repetition and practicing in "the classical way" – i.e., solving assignments in a workbook or writing assignments in worksheets.

Keywords: Chemistry class, e-learning, online test, Testmoz.

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673 Defects in Open Source Software: The Role of Online Forums

Authors: Faheem Ahmed, Piers Campbell, Ahmad Jaffar, Luiz Capretz

Abstract:

Free and open source software is gaining popularity at an unprecedented rate of growth. Organizations despite some concerns about the quality have been using them for various purposes. One of the biggest concerns about free and open source software is post release software defects and their fixing. Many believe that there is no appropriate support available to fix the bugs. On the contrary some believe that due to the active involvement of internet user in online forums, they become a major source of communicating the identification and fixing of defects in open source software. The research model of this empirical investigation establishes and studies the relationship between open source software defects and online public forums. The results of this empirical study provide evidence about the realities of software defects myths of open source software. We used a dataset consist of 616 open source software projects covering a broad range of categories to study the research model of this investigation. The results of this investigation show that online forums play a significant role identifying and fixing the defects in open source software.

Keywords: About Open source software, software engineering, software defect management, empirical software engineering.

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672 Analysis Model for the Relationship of Users, Products, and Stores on Online Marketplace Based on Distributed Representation

Authors: Ke He, Wumaier Parezhati, Haruka Yamashita

Abstract:

Recently, online marketplaces in the e-commerce industry, such as Rakuten and Alibaba, have become some of the most popular online marketplaces in Asia. In these shopping websites, consumers can select purchase products from a large number of stores. Additionally, consumers of the e-commerce site have to register their name, age, gender, and other information in advance, to access their registered account. Therefore, establishing a method for analyzing consumer preferences from both the store and the product side is required. This study uses the Doc2Vec method, which has been studied in the field of natural language processing. Doc2Vec has been used in many cases to analyze the extraction of semantic relationships between documents (represented as consumers) and words (represented as products) in the field of document classification. This concept is applicable to represent the relationship between users and items; however, the problem is that one more factor (i.e., shops) needs to be considered in Doc2Vec. More precisely, a method for analyzing the relationship between consumers, stores, and products is required. The purpose of our study is to combine the analysis of the Doc2vec model for users and shops, and for users and items in the same feature space. This method enables the calculation of similar shops and items for each user. In this study, we derive the real data analysis accumulated in the online marketplace and demonstrate the efficiency of the proposal.

Keywords: Doc2Vec, marketing, online marketplace, recommendation system.

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671 Technology Integrated Education – Shaping the Personality and Social Development of the Young

Authors: R. Ramli, S. Sameon

Abstract:

There has been a strong link between computermediated education and constructivism learning and teaching theory.. Acknowledging how well the constructivism doctrine would work online, it has been established that constructivist views of learning would agreeably correlate with the philosophy of open and distance learning. Asynchronous and synchronous communications have placed online learning on the right track of a constructive learning path. This paper is written based on the social constructivist framework, where knowledge is constructed from social communication and interaction. The study explores the possibility of practicing this theory through incorporating online discussion in the syllabus and the ways it can be implemented to contribute to young people-s personality and social development by addressing some aspects that may contribute to the social problem such as prejudice, ignorance and intolerance.

Keywords: Educational Technology, Internet, Personal Development, Student Exchange

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670 Development of Online Islamic Medication Expert System (OIMES)

Authors: Hanita Daud, Noorhana Yahya, Low Tan Jung, Azizuddin Abd Aziz, Rabibah Ahmad Samawe

Abstract:

This paper presents an overview of the design and implementation of an online rule-based Expert Systems for Islamic medication. T his Online Islamic Medication Expert System (OIMES) focuses on physical illnesses only. Knowledge base of this Expert System contains exhaustively the types of illness together with their related cures or treatments/therapies, obtained exclusively from the Quran and Hadith. Extensive research and study are conducted to ensure that the Expert System is able to provide the most suitable treatment with reference to the relevant verses cited in Quran or Hadith. These verses come together with their related 'actions' (bodily actions/gestures or some acts) to be performed by the patient to treat a particular illness/sickness. These verses and the instructions for the 'actions' are to be displayed unambiguously on the computer screen. The online platform provides the advantage for patient getting treatment practically anytime and anywhere as long as the computer and Internet facility exist. Patient does not need to make appointment to see an expert for a therapy.

Keywords: Expert System, Quran and Hadith, Islamic Medication, Rule-Based.

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669 Effective Personal Knowledge Management: A Proposed Online Framework

Authors: Shahrinaz Ismail, Mohd Sharifuddin Ahmad

Abstract:

This paper presents an analytical framework for an effective online personal knowledge management (PKM) of knowledge workers. The development of this framework is prompted by our qualitative research on the PKM processes and cognitive enablers of knowledge workers in eight organisations selected from three main industries in Malaysia. This multiple-case research identifies the relationships between the effectiveness of four online PKM processes: get/retrieve, understand/analyse, share, and connect. It also establishes the importance of cognitive enablers that mediate this relationship, namely, method, identify, decide and drive. Qualitative analysis is presented as the findings, supported by the preceded quantitative analysis on an exploratory questionnaire survey.

Keywords: Bottom-up approach, knowledge organisation, organisational knowledge management, personal knowledge management, software agent technology.

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668 Performance Shortfalls and Corporate Recidivism: A Contingency Approach

Authors: Kepeng Li

Abstract:

This paper examines the phenomenon of recidivism in the Chinese stock market, emphasizing the significance of mitigating repeat offences within the corporate domain. Using a contingency model and data from Chinese publicly listed companies (1999-2018), the study investigates the impact of underperformance, governance factors, and managerial traits on unethical conduct. The research suggests that persistently unmet economic objectives can foster problem-focused exploration, potentially leading to misconduct. Furthermore, the study considers the unique cultural context of China, where “guanxi” and corruption may influence corporate behavior. It concludes that governance mechanisms play a pivotal role in regulating corporate behavior, underscoring the necessity for enhanced oversight and enforcement of corporate governance standards.

Keywords: Recidivism, corporate misbehavior, BTOF, aspiration level, corporate governance, individual characteristics.

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667 From F2F to Online Sessions: Changing Pattern of Instructions in Open and Distance Learning in India

Authors: Subramaniam Chandran

Abstract:

This paper presents an assessment study conducted among the distance learners in India. Open and distance learning systems have traveled a long way since its inception and its journey has witnessed the evolution and adoption of different generations of technology. This study focuses on the distant learners in India. Sampling for this study has been derived from the mass enrollment from Tamil Nadu area, a southern state of India. Learners were chosen from dual mode universities, private universities, Tamil Nadu Open University and IGNOU. The main focus of the study is to examine the coverage and appropriation of students support services and learning aids. It explores two aspects: the facilities available and the awareness and use of such services. It includes, self-learning materials, face-to-face counseling, multimedia learning materials, website, e-learning, radio and television services etc. While exploring the student-s perspective on these learning aspects, it is important to understand the perspectives of the teachers. Two different interests are visible among the teachers. Majority of the teachers support faceto- face counseling. However, the young teachers are in favour of online learning and multimedia supports in teaching. Through the awareness is somewhat high, the actual participation in online is very low. This is due to the inadequate infrastructure as well as the traditional attitudes of the teachers. Still the face-to-face sessions remain popular than online.

Keywords: Face-to-face session, online session, distance learning, multimedia

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666 Online Information Seeking: A Review of the Literature in the Health Domain

Authors: Sharifah Sumayyah Engku Alwi, Masrah Azrifah Azmi Murad

Abstract:

The development of the information technology and Internet has been transforming the healthcare industry. The internet is continuously accessed to seek for health information and there are variety of sources, including search engines, health websites, and social networking sites. Providing more and better information on health may empower individuals, however, ensuring a high quality and trusted health information could pose a challenge. Moreover, there is an ever-increasing amount of information available, but they are not necessarily accurate and up to date. Thus, this paper aims to provide an insight of the models and frameworks related to online health information seeking of consumers. It begins by exploring the definition of information behavior and information seeking to provide a better understanding of the concept of information seeking. In this study, critical factors such as performance expectancy, effort expectancy, and social influence will be studied in relation to the value of seeking health information. It also aims to analyze the effect of age, gender, and health status as the moderator on the factors that influence online health information seeking, i.e. trust and information quality. A preliminary survey will be carried out among the health professionals to clarify the research problems which exist in the real world, at the same time producing a conceptual framework. A final survey will be distributed to five states of Malaysia, to solicit the feedback on the framework. Data will be analyzed using SPSS and SmartPLS 3.0 analysis tools. It is hoped that at the end of this study, a novel framework that can improve online health information seeking is developed. Finally, this paper concludes with some suggestions on the models and frameworks that could improve online health information seeking.

Keywords: Information behavior, information seeking, online health information, technology acceptance model, the theory of planned behavior, UTAUT.

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665 A New Efficient RNS Reverse Converter for the 4-Moduli Set 

Authors: Edem K. Bankas, Kazeem A. Gbolagade

Abstract:

In this paper, we propose a new efficient reverse converter for the 4-moduli set {2n, 2n + 1, 2n 1, 22n+1 1} based on a modified Chinese Remainder Theorem and Mixed Radix Conversion. Additionally, the resulting architecture is further reduced to obtain a reverse converter that utilizes only carry save adders, a multiplexer and carry propagate adders. The proposed converter has an area cost of (12n + 2) FAs and (5n + 1) HAs with a delay of (9n + 6)tFA + tMUX. When compared with state of the art, our proposal demonstrates to be faster, at the expense of slightly more hardware resources. Further, the Area-Time square metric was computed which indicated that our proposed scheme outperforms the state of the art reverse converter.

Keywords: Modified Chinese Remainder Theorem, Mixed Radix Conversion, Reverse Converter, Carry Save Adder, Carry Propagate Adder.

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664 An Application of the Data Mining Methods with Decision Rule

Authors: Xun Ge, Jianhua Gong

Abstract:

 

ankings for output of Chinese main agricultural commodity in the world for 1978, 1980, 1990, 2000, 2006, 2007 and 2008 have been released in United Nations FAO Database. Unfortunately, where the ranking of output of Chinese cotton lint in the world for 2008 was missed. This paper uses sequential data mining methods with decision rules filling this gap. This new data mining method will be help to give a further improvement for United Nations FAO Database.

Keywords: Ranking, output of the main agricultural commodity, gross domestic product, decision table, information system, data mining, decision rule

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663 The Conceptualization of Integrated Consumer Health Informatics Utilization Framework

Authors: Norfadzila, S.W.A., Balakrishnan, V., A. Abrizah

Abstract:

The purpose of this paper is to propose an integrated consumer health informatics utilization framework that can be used to gauge the online health information needs and usage patterns among Malaysian women. The proposed framework was developed based on four different theories/models: Use and Gratification Theory, Technology Acceptance 3 Model, Health Belief Model, and Multi-level Model of Information Seeking. The relevant constructs and research hypotheses are also presented in this paper. The framework will be tested in order for it to be used successfully to identify Malaysian women-s preferences of online health information resources and health information seeking activities.

Keywords: Consumer Health Informatics, Consumer Preferences, Information Needs and Usage Patterns, Online Health Information, Women Studies

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662 Spreading Japan's National Image through China during the Era of Mass Tourism: The Japan National Tourism Organization’s Use of Sina Weibo

Authors: Abigail Qian Zhou

Abstract:

Since China has entered an era of mass tourism, there has been a fundamental change in the way Chinese people approach and perceive the image of other countries. With the advent of the new media era, social networking sites such as Sina Weibo have become a tool for many foreign governmental organizations to spread and promote their national image. Among them, the Japan National Tourism Organization (JNTO) was one of the first foreign official tourism agencies to register with Sina Weibo and actively implement communication activities. Due to historical and political reasons, cognition of Japan's national image by the Chinese has always been complicated and contradictory. However, since 2015, China has become the largest source of tourists visiting Japan. This clearly indicates that the broadening of Japan's national image in China has been effective and has value worthy of reference in promoting a positive Chinese perception of Japan and encouraging Japanese tourism. Within this context and using the method of content analysis in media studies through content mining software, this study analyzed how JNTO’s Sina Weibo accounts have constructed and spread Japan's national image. This study also summarized the characteristics of its content and form, and finally revealed the strategy of JNTO in building its international image. The findings of this study not only add a tourism-based perspective to traditional national image communications research, but also provide some reference for the effective international dissemination of national image in the future.

Keywords: National image, tourism, international communication, Japan, China.

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661 Online Learning Activities Kit on Plants in Thai Literature in Compliance with the School Botanical Garden of Plant Genetic Conservation Project under the Royal Initiative of Her Royal Highness Princess Maha Chakri Sirindhorn

Authors: Pornpapatsorn Princhankol, Kannika Udnunkarn

Abstract:

This research was aimed to develop and determine the quality of online learning activities kit as well as to examine the learning achievement of students and their satisfaction towards the kit through authentic assessment. The tools in this research contained online learning activities kit on plant in Thai literature in compliance with the School Botanical Garden of Plant Genetic Conservation Project under the Royal Initiative of Her Royal Highness Princess Maha Chakri Sirindhorn, the assessment form, the learning achievement test, the satisfaction form and the authentic assessment form. The population consisted of 40 students in the second range of primary years (Prathomsuksa 4 to 6) at Ban Khao Rak School, Suratthani Province, Thailand. The research results showed that the content quality of the developed online learning activities kit as assessed by the experts was 4.70 on average or at very high level. The pre-test and post-test comparison was made to examine the learning achievement and it revealed that the post-test score was higher than the pre-test score with statistical significance at the .01 level. The satisfaction of the sampling group towards the online learning activities kit was 4.74 or at the highest level. The authentic assessment showed an average of 1.69 or at good level. Therefore, the online learning activities kit on plant in Thai literature in compliance with the School Botanical Garden of Plant Genetic Conservation Project under the Royal Initiative of Her Royal Highness Princess Maha Chakri Sirindhorn could be used in real classroom situations.

Keywords: Online learning activities kit, Plants in Thai literature, School Botanical garden

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660 Effect of Hybrid Learning in Higher Education

Authors: A. Meydanlioglu, F. Arikan

Abstract:

In recent years, thanks to the development of information and communication technologies, the computer and internet have been used widely in higher education. Internet-based education is impacting traditional higher education as online components increasingly become integrated into face- to- face (FTF) courses. The goal of combined internet-based and traditional education is to take full advantage of the benefits of each platform in order to provide an educational opportunity that can promote student learning better than can either platform alone. Research results show that the use of hybrid learning is more effective than online or FTF models in higher education. Due to the potential benefits, an increasing number of institutions are interested in developing hybrid courses, programs, and degrees. Future research should evaluate the effectiveness of hybrid learning. This paper is designed to determine the impact of hybrid learning on higher education.

Keywords: E-learning, higher education, hybrid learning, online education.

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659 Online Signature Verification Using Angular Transformation for e-Commerce Services

Authors: Peerapong Uthansakul, Monthippa Uthansakul

Abstract:

The rapid growth of e-Commerce services is significantly observed in the past decade. However, the method to verify the authenticated users still widely depends on numeric approaches. A new search on other verification methods suitable for online e-Commerce is an interesting issue. In this paper, a new online signature-verification method using angular transformation is presented. Delay shifts existing in online signatures are estimated by the estimation method relying on angle representation. In the proposed signature-verification algorithm, all components of input signature are extracted by considering the discontinuous break points on the stream of angular values. Then the estimated delay shift is captured by comparing with the selected reference signature and the error matching can be computed as a main feature used for verifying process. The threshold offsets are calculated by two types of error characteristics of the signature verification problem, False Rejection Rate (FRR) and False Acceptance Rate (FAR). The level of these two error rates depends on the decision threshold chosen whose value is such as to realize the Equal Error Rate (EER; FAR = FRR). The experimental results show that through the simple programming, employed on Internet for demonstrating e-Commerce services, the proposed method can provide 95.39% correct verifications and 7% better than DP matching based signature-verification method. In addition, the signature verification with extracting components provides more reliable results than using a whole decision making.

Keywords: Online signature verification, e-Commerce services, Angular transformation.

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658 Matching Current Search with Future Postings

Authors: Kim Nee Goh, Viknesh Kumar Naleyah

Abstract:

Online trading is an alternative to conventional shopping method. People trade goods which are new or pre-owned before. However, there are times when a user is not able to search the items wanted online. This is because the items may not be posted as yet, thus ending the search. Conventional search mechanism only works by searching and matching search criteria (requirement) with data available in a particular database. This research aims to match current search requirements with future postings. This would involve the time factor in the conventional search method. A Car Matching Alert System (CMAS) prototype was developed to test the matching algorithm. When a buyer-s search returns no result, the system saves the search and the buyer will be alerted if there is a match found based on future postings. The algorithm developed is useful and as it can be applied in other search context.

Keywords: Matching algorithm, online trading, search, future postings, car matching

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657 The Role of Product Involvement Level in Consumer Tendency toward Online Review

Authors: Khashayar Jafari Kaliji

Abstract:

The paper aims to clarify the relationship between product involvement level and consumer tendency toward online review. It proposes the products in two classes and examines the level of user attention and significant difference between attribute-based areas and experience-based areas in each category. It uses an eye-tracking experiment to simulate the experience of online shopping behavior in order to view the consumers' shopping behavior. Thus, a scenario was designed, and 23 participants were asked step by step to purchase some products and add them to their shopping cart. The fixation durations are used to examine the amount of visual attention of the user in each area of interest (AOI) determined considering two classes of high involvement and low involvement products, and paired sample T-test was used to examine the effect of the product’s types on the online review content. The study results explained that users of high involvement products consider the attribute-based points more highly than the experience-based points.

Keywords: High-involvement products, low-involvement products, attribute-based review, experience-based review, eye tracking, fixation duration.

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656 The Impact of Colours on Online Marketing Communications

Authors: Chai-Lee Goi

Abstract:

Colour choice has become a common strategy and correlates highly with marketing. Three broad functions can be identified for colour in a building context especially applied in marketing communications, which are its role as an important parameter in illumination designs, its capacity to influence the visual appearance of a building in a predictable manner and as an aesthetic function. The review of literatures shows that colour has an impact on online marketing communications, and relations between colour, web and marketing communications.

Keywords: Colour, website, marketing communications

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655 Design Exploration on Mixed-Use Development of Island House: Take the Southeast Coastal Area of Chinese as an Example

Authors: Fu Jiayan, Wang Zhu, Sun Jiaojiao

Abstract:

Mixed-use development is one of the most important trends in new island house transformation along southeast coastal area in China. Unique island geographical environment and profound fishing village culture coexist for a long time in this. With artistic creation for the purpose of the "live-work" houses are in a large number of emergence, however, still lack of systematic strategy. Based on space effect from marine resources to regional human settlements, this article teases out the evolution regularity of island settlement context and architectural form, then, puts forward the formation mechanism and construction model of art island houses. Thereby, to further explore space design method and site creation strategy of mixed-use development.

Keywords: Mixed-use, Island House, Art Creation, Southeast Coastal Area of Chinese.

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654 The Low-fertility problem in Hong Kong: Do Mainlanders- Births Help to Rejuvenate Low-fertility Problem?

Authors: Nancy, Ling Sze Leung

Abstract:

Hong Kong is one of the regions in the world where Total Fertility Rate (TFR) is very low. In 2001, the TFR dropped until 0.931, which means 1 woman even cannot give birth to one child on average. However, after the reformation of the 'Right of Abode of Hong Kong' in 2001 and the Chinese Central Government loosened the disembarkation procedure of mainland Chinese (mainlander) to enter Hong Kong in 2003; mainlander couples started to cross the border for giving births in Hong Kong. This action raises Hong Kong-s TFR quickly from 0.931 (2001) to 1.094 (2010). Usually, an increasing trend of TFR means a sign of rejuvenation in low-fertility, but in the case of Hong Kong, the increase of TFR does not, rather it generates other population problems. This paper is going to discuss do mainlanders- births help to solve the low-fertility problem in Hong Kong.

Keywords: Cross Border Birth, Low-fertility, Mainlander, Total Fertility Rate

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653 Delineating Students’ Speaking Anxieties and Assessment Gaps in Online Speech Performances

Authors: Mary Jane B. Suarez

Abstract:

Speech anxiety is innumerable in any traditional communication classes especially for ESL students. The speech anxiety intensifies when communication skills assessments have taken its toll in an online mode of learning due to the perils of the COVID-19 virus. Teachers and students have experienced vast ambiguity on how to realize a still effective way to teach and learn various speaking skills amidst the pandemic. This mixed method study determined the factors that affected the public speaking skills of students in online performances, delineated the assessment gaps in assessing speaking skills in an online setup, and recommended ways to address students’ speech anxieties. Using convergent parallel design, quantitative data were gathered by examining the desired learning competencies of the English course including a review of the teacher’s class record to analyze how students’ performances reflected a significantly high level of anxiety in online speech delivery. Focus group discussion was also conducted for qualitative data describing students’ public speaking anxiety and assessment gaps. Results showed a significantly high level of students’ speech anxiety affected by time constraints, use of technology, lack of audience response, being conscious of making mistakes, and the use of English as a second language. The study presented recommendations to redesign curricular assessments of English teachers and to have a robust diagnosis of students’ speaking anxiety to better cater to the needs of learners in attempt to bridge any gaps in cultivating public speaking skills of students as educational institutions segue from the pandemic to the post-pandemic milieu.

Keywords: Blended learning, communication skills assessment, online speech delivery, public speaking anxiety, speech anxiety.

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652 Language Politics and Identity in Translation: From a Monolingual Text to Multilingual Text in Chinese Translations

Authors: Chu-Ching Hsu

Abstract:

This paper focuses on how the government-led language policies and the political changes in Taiwan manipulate the languages choice in translations and what translation strategies are employed by the translator to show his or her language ideology behind the power struggles and decision-making. Therefore, framed by Lefevere’s theoretical concept of translating as rewriting, and carried out a diachronic and chronological study, this paper specifically sets out to investigate the language ideology and translator’s idiolect of Chinese language translations of Anglo-American novels. The examples drawn to explore these issues were taken from different versions of Chinese renditions of Mark Twain’s English-language novel The Adventures of Huckleberry Finn in which there are several different dialogues originally written in the colloquial language and dialect used in the American state of Mississippi and reproduced in Mark Twain’s works. Also, adapted corpus methodology, many examples are extracted as instances from the translated texts and source text, to illuminate how the translators in Taiwan deal with the dialectal features encoded in Twain’s works, and how different versions of Chinese translations are employed by Taiwanese translators to confirm the language polices and to express their language identity textually in different periods of the past five decades, from the 1960s onward. The finding of this study suggests that the use of Taiwanese dialect and language patterns in translations does relate to the movement of the mother-tongue language and language ideology of the translator as well as to the issue of language identity raised in the island of Taiwan. Furthermore, this study confirms that the change of political power in Taiwan does bring significantly impact in language policy-- assimilationism, pluralism or multiculturalism, which also makes Taiwan from a monolingual to multilingual society, where the language ideology and identity can be revealed not only in people’s daily communication but also in written translations.

Keywords: Language politics and policies, literary translation, mother-tongue, multiculturalism, translator’s ideology.

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651 Analysis of Spamming Threats and Some Possible Solutions for Online Social Networking Sites (OSNS)

Authors: Dilip Singh Sisodia, Shrish Verma

Abstract:

In this paper we are presenting some spamming techniques their behaviour and possible solutions. We have analyzed how Spammers enters into online social networking sites (OSNSs) to target them and diverse techniques used by them for this purpose. Spamming is very common issue in present era of Internet especially through Online Social Networking Sites (like Facebook, Twitter, and Google+ etc.). Spam messages keep wasting Internet bandwidth and the storage space of servers. On social networking sites; spammers often disguise themselves by creating fake accounts and hijacking user’s accounts for personal gains. They behave like normal user and they continue to change their spamming strategy. Following spamming techniques are discussed in this paper like clickjacking, social engineered attacks, cross site scripting, URL shortening, and drive by download. We have used elgg framework for demonstration of some of spamming threats and respective implementation of solutions.

Keywords: Online social networking sites, spam attacks, Internet, clickjacking/likejacking, drive-by-download, URL shortening, cross site scripting, socially engineered attacks, elgg framework.

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