品牌属性权重判断的反应时研究

In current days, many companies have carried out their branding strategies, because strong brand usually provides confidence and reduce risks to its consumers. No matter what a brand is based on tangible products or services, it will possess the common attributes of this category, and it also has its unique attributes. Brand attribute is defined as descriptive features, which are intrinsic characteristics, values or benefits endowed by users of the product or service (Keller, 1993; Romaniuk, 2003). The researches on models of brand multi-attributes are one of the most studied areas of consumer psychology (Werbel, 1978), and attribute weight is one of its key pursuits. Marketing practitioners also paid much attention to evaluations of attributes. Because those evaluations are relevant to the competitiveness and the strategies of promotion and new product development of the company (Green & Krieger, 1995). Then, how brand attributes correlate with weight judgments? And what features the attribute judgment reaction? Especially, what will feature the attribute weight judgment process of consumer who is facing the homogeneity of brands? Enlightened by the lexical hypothesis of researches on personality traits of psychology, this study choose search engine brands as the subject and adopt reaction time, which has been introduced into multi-attributes decision making by many researchers. Researches on independence of affect and cognition and on primacy of affect have cued us that we can categorize brand attributes into informative and affective ones. Meanwhile, Park has gone further to differentiate representative and experiential with functional attributes. This classification reflects the trend of emotion-branding and brand-consumer relationship. Three parts compose the research: the survey to collect attribute words, experiment one on affective primacy and experiment two on correlation between weight judgment and reaction. The results are as follow: In experiment one, we found: (1) affect words are not rated significantly from cognitive attributes, but affect words are responded faster than cognitive ones; (2) subjects comprehend and respond in different ways to functional attribute words and to representative and experiential words. In experiment two, we fund: (1) a significant negative correlation between attributes weight judgment and reaction time; (2) affective attributes will cause faster reaction than cognitive ones; (3) the reaction time difference between functional and representative or experiential attribute is significant, but there is no different between representative and experiential. In sum, we conclude that: (1): In word comprehension and weight judgment, we observed the affective primacy, even when the affect stimulus is presented as meaningful words. (2): The negative correlation between weight judgment and reaction time suggest us that the more important of attribute, the quicker of the reaction. (3): The difference on reaction time of functional, representative and experiential reflects the trend of emotional branding.

基于分布式适配的服务协作关键技术研究

面向服务的计算（Service Oriented Computing，SOC）与面向服务的体系结构（Service Oriented Architecture，SOA）是分布式系统和软件集成技术领域中的一种新型的计算范型和体系结构。Web服务作为一种自治、开放以及平台无关的网络化构件，可使分布式应用具有更好的可重用性、灵活性和可扩展性，为Internet开放网络环境下的资源共享与业务集成提供了新的解决方案。然而由于Web服务的分布性以及异构、动态和不断演化的特点，使得服务之间的协作变得非常复杂，如何保证服务之间协作的正确性和可靠性便成为应用SOA架构的关键问题。适配技术为解决这一问题提供了可行的解决方案，服务适配使得原本无法正确交互的服务在服务适配器的介入下正确地完成协同工作，从而提高了服务组件的可重用性，实现了复杂系统的高效开发，保证了协作系统的可扩展性和健壮性。因此，服务适配机制的研究对面向服务计算技术的发展以及面向服务架构的成功应用与实施有着重要的意义。 本文在分析服务适配相关工作的基础之上，重点围绕服务协作中的分布式适配结构、适配器流程的自动生成方法，以及适配器的动态演化机制等几个方面的理论基础和关键技术展开研究工作，并建立了支持分布式适配的服务协作支撑框架和原型系统，对上述方法进行验证。本文主要的研究内容和贡献如下： 首先，本文提出了一种自顶向下地实现服务协作中分布式适配的方法。以全局服务协作流程为出发点，基于角色进行投影得到各个参与者对应的抽象服务接口，并以此为依据，为服务组件生成独立的适配器，实现分布式的服务适配结构，从而更加满足开放网络环境对于高效、灵活的服务协作机制的需求。本文深入探究了分布式适配模型的构造方法，定义了模型中各个层次的组成元素，重点给出了失败等价（Failure Equivalent）行为语义保持的投影规则，以保证全局协作流程与生成的抽象服务接口的等价性。 其次，围绕适配器流程的自动生成方法展开研究，现有方法对适配器流程的正确性进行分析时，只能给出确定的“是”或者“否”的结果，而并没有更深入地分析服务行为中无法适配的程度，从而无法对服务交互中的内在关系进行更深入的揭示。本文引入了可适配度的概念，以此来分析服务组件与协作需求的差异性，并给出了基于交互路径的方法来计算无法适配的节点及对应的模式。这样一方面可以依据可适配度来选择合适的服务进行协作，从而降低服务协作应用的开发成本，另一方面，开发人员还可以利用无法适配的相关信息，对服务实现进行有效地修改，这对于服务流程的管理和改进等方面都有着重要的作用。此外，与现有适配器自动生成方法相比，本文所给出的整体构造，一次性检查的方法，有效地降低了自动构造算法的复杂度。 再次，在面向服务的计算与面向服务的软件架构中，服务组件具有动态和不断演化的特性，现有的适配机制只是静态地分析了适配器的结构和相关属性，但是缺乏对适配器响应动态变化的可适应能力的研究。本文研究了适配器流程定义的自动更新以及适配器实例的动态调整方法，从而使适配器具有可重配置以及动态调整的能力，保证了基于适配的服务协作系统的灵活性和动态可适应性。 最后，在上述研究的基础之上，设计与实现了一个原型系统，包含了流程建模，协作管理以及协作运行三大模块，用于实现服务协作中的分布式适配方法。同时，针对每个核心组件，介绍了其功能模块的设计与实现，并基于实例说明了适配器的应用开发过程。

语义Web服务匹配与发现技术研究

在开放的互联网环境中，面向服务的计算（Service-Oriented Computing, SOC）和面向服务的体系架构（Service-Oriented Architecture, SOA）使得信息资源和软件系统的主要形态发生了巨大变化，并引领着互联网计算技术和软件系统新的发展方向。服务是SOC和SOA的核心思想，服务的平台独立、高可重用和松散耦合等特性使之成为复杂分布式应用可行的解决方案。Web服务的出现和发展为实施与部署SOC和SOA提供了最佳支撑技术。目前web服务发现机制在服务描述的全面性和服务匹配方法的有效性方面存在不足之处，难以保证服务发现的性能。特别是在服务数量剧增的情况下，用户亟需一种自动快速而准确的服务发现机制。语义web技术不仅为web的表示内容提供了一种语义标识方法，推动了web内容的自动化和智能化搜索，也为web服务的描述提供了增加语义层次内容的有效方法，两者的结合形成了一个新的研究领域——语义web服务。该领域通过借鉴语义web的相关技术来增加web服务的语义描述，进而为web服务的发现、组合、调用和监控等环节提供语义层次的支持，增强web服务的自动化和智能化水平。 本文的研究目的就是利用语义web的思想，基于SOC和SOA的理念以及现有的web服务发现机制对web服务信息进行语义描述、组织，探索语义web服务匹配与发现的关键问题，提出有效的解决方案。本文的研究工作和贡献主要在以下四个方面： 1. 针对语义近似度的度量和计算问题基于OWL（Web Ontology Language）提出了一个语义近似度计算SSM模型，该模型中所有概念及概念之间的关系、所有的概念属性及属性之间的关系都被抽象定义并建模，根据概念、属性及其语义关系模型，构建了基于概念关系的拓扑近似度计算函数和属性近似度计算函数，从而进一步构建语义近似度计算函数。该语义近似度计算函数以代表OWL本体概念上下级关系和等价关系的树状结构为基础，利用概念间的拓扑关系和属性关系进行语义近似度的度量和计算。语义近似度函数的返回值为一个介于0与1之间的数值，代表函数的两个输入概念之间的语义近似度值。 2. 提出了一个基于概念语义近似度的以OWL-S为顶层本体的web服务语义匹配PSM模型。该模型将服务的匹配项分为服务能力、服务质量、服务名称和服务参数四个部分。基于该模型，提出了相应的PSM服务匹配算法。PSM算法能够对服务内部的服务流程及流程的组合进行与服务请求的语义匹配，并且避免了服务流程中互斥接口参数参与匹配。而且PSM匹配算法实现了服务接口的单射匹配，进一步提高服务发现的性能。在服务质量匹配计算上，提出了服务质量匹配模型PSM-QoS，为服务的QoS匹配建立了计算基础。PSM算法使用语义近似度计算函数度量和计算服务属性概念的语义近似度值，从而能够返回细粒度的服务匹配度值。 3. 在语义服务匹配PSM模型的基础上提出一种语义web服务发现架构系统PSM-SD模型。该模型将OWL-S语义元素引入UDDI服务描述，从而在UDDI中保存语义信息。通过PSM算法提高web服务匹配性能，并通过数据映射机制保证模型对于当前的服务发现标准UDDI基础架构的兼容以及UDDI标准操作接口的透明性。模型使用本体概念的索引机制提高服务发现的效率。在建立和维护索引的过程或服务的匹配过程中，模型使用近似概念搜寻算法进一步提高本体概念搜寻和服务匹配的效率。 4. 设计并开发了基于语义web服务发现架构模型的原型系统。该系统将语义近似度计算模型、语义web服务匹配模型和语义web服务发现架构模型进行软件实现。本文在该原型系统平台上对语义web服务发现的方法进行了实验，验证了方法的有效性。

Theoretical study on the mechanism for the addition reaction of SiH3 with propylene and acetic acid

To explore the reactivities of alkene (-CH=CH2) and carboxy (-COOH) group with H-Si under UV irradiation, the addition mechanism for the reactions of SiH3 radical with propylene and acetic acid was studied by using the B3LYP/6-311++ G(d,p) method. Based on the surface energy profiles, the dominant reaction pathways can be established; i.e., SiH3 adds to the terminal carbon atom of the alkene (-CH=CH2) to form an anti-Markovnikov addition product, or adds to the oxygen atom of the carboxy group (-COOH) to form silyl acetate (CH3-COOSiH3). Because the barrier in the reaction of the carboxy group (39.9 kJ/ mol) is much larger than that of alkene (11.97 kJ/mol), we conclude that the reaction of bifunctional molecules (e.g., omega-alkenoic acid) with H-Si under irradiation condition is highly selective; i.e., the alkene group (-CH= CH2) reacts with SiH3 substantially faster than the carboxyl group (-COOH), which agrees well with the experimental results. This provides the possibility of preparing carboxy-terminated monolayers on silicon surface from omega-alkenoic acids via direct photochemical reaction.

电离层参量M(3000)F2和hmF2的经验正交函数方法建模研究

The ionospheric parameter M(3000)F2 (the so-called transmission factor or the propagation factor) is important not only in practical applications such as frequency planning for radio-communication but also in ionospheric modeling. This parameter is strongly anti-correlated with the ionospheric F2-layer peak height hmF2，a parameter often used as a key anchor point in some widely used empirical models of the ionospheric electron density profile (e.g., in IRI and NeQuick models). Since hmF2 is not easy to obtain from measurements and M(3000)F2 can be routinely scaled from ionograms recorded by ionosonde/digisonde stations distributed globally and its data has been accumulated for a long history, usually the value of hmF2 is calculated from M(3000)F2 using the empirical formula connecting them. In practice, CCIR M(3000)F2 model is widely used to obtain M(3000)F2 value. However, recently some authors found that the CCIR M(3000)F2 model has remarkable discrepancies with the measured M(3000)F2, especially in low-latitude and equatorial regions. For this reason, the International Reference Ionosphere (IRI) research community proposes to improve or update the currently used CCIR M(3000)F2 model. Any efforts toward the improvement and updating of the current M(3000)F2 model or newly development of a global hmF2 model are encouraged. In this dissertation, an effort is made to construct the empirical models of M(3000)F2 and hmF2 based on the empirical orthogonal function (EOF) analysis combined with regression analysis method. The main results are as follows: 1. A single station model is constructed using monthly median hourly values of M(3000)F2 data observed at Wuhan Ionospheric Observatory during the years of 1957–1991 and compared with the IRI model. The result shows that EOF method is possible to use only a few orders of EOF components to represent most of the variance of the original data set. It is a powerful method for ionospheric modeling. 2. Using the values of M(3000)F2 observed by ionosondes distributed globally, data at grids uniformly distributed globally were obtained by using the Kriging interpolation method. Then the gridded data were decomposed into EOF components using two different coordinates: (1) geographical longitude and latitude; (2) modified dip (Modip) and local time. Based on the EOF decompositions of the gridded data under these two coordinates systems, two types of the global M(3000)F2 model are constructed. Statistical analysis showed that the two types of the constructed M(3000)F2 model have better agreement with the observational M(3000)F2 than the M(3000)F2 model currently used by IRI. The constructed models can represent the global variations of M(3000)F2 better. 3. The hmF2 data used to construct the hmF2 model were converted from the observed M(3000)F2 based on the empirical formula connecting them. We also constructed two types of the global hmF2 model using the similar method of modeling M(3000)F2. Statistical analysis showed that the prediction of our models is more accurate than the model of IRI. This demonstrated that using EOF analysis method to construct global model of hmF2 directly is feasible. The results in this thesis indicate that the modeling technique based on EOF expansion combined with regression analysis is very promising when used to construct the global models of M(3000)F2 and hmF2. It is worthwhile to investigate further and has the potential to be used to the global modeling of other ionospheric parameters.

3-7岁儿童对情景化习俗道义情境中社会行为的认知发展

Children’s understanding of deontic rules and theory of mind (ToM) were the two research domains for children’s social cognition. It was significant for understanding children’s social cognition to combine the researches in the two domains. Children at 3, 5 and 7years were required to answer three questions according to the stories which happened in children’s familiar context. The three questions were designed to address the three problems:⑴Development of 3-7-Year-old children’s understanding about how the deontic rules were enacted or changed.⑵ Development of 3-7-Year-old children’s understanding about that the deontic rules and the actor’s mental states could impact on his behaviors.⑶ Development of 3-7-Year-old children’s capacity to integrate the deontic rules and mental state to evaluate the actor’s behavior. The results showed that: ① The 3-7-Year-old children had known that deontic rules were established by the authority’s speech act. But there were still some irrelevant factors which influenced the children’s judgments, such as the authority’s desire. ② The children gradually recognized the relationship between actors should do something and they will do the same thing. 3-year-old children could recognize such relationship in a way, but their predictions were usually influenced by some irrelevant factors. The children at 5 and 7 years old understood this relationship more steady. ③ In deontic context, more and more children predicted the actors’ behaviors according to the actors’ mental states as they grown up. The ratio that the 3-7-Year-old children predicted the actors’ behavior according to their false belief about the deontic rules was smaller in deontic context compared with the children’s performance in traditional false belief task. This maybe indicated that the deontic context influenced the children’s inference stronger than the physical context. ④ When they could get the actors’ desires and the deontic rules, all the children could predict the actors’ behaviors according to their desires, but not the deontic rules. It meant that all the children could understand that the actors’ desire mediated between the deontic rules and their behaviors. But when the actors wanted to transgress the deontic rules, all the children’s predications became less accurate. ⑤ When they assigned criticism, more and more children could discriminate different behaviors as a result of diverse mental states although they all transgressed the deontic rules. But the most part of children overweighed the deontic rules but overlooked the actors’ mental state about the deontic rules; their criticism to behaviors which transgressed the deontic rules just differ in quantity according to diverse mental states, that is: if the actors known the rules or want to transgress the rules, then punished more, and if the actors didn’t know the rules or transgress the rules accidentally, then punished a little.