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The purpose of this study aims to modify a self-mixing laser mouse as an extremely cost-effective displacement sensor to measure the mechanical oscillation of a commercial shaker and a nano-positioning stage.

This kind of laser mouse, mostly consisting of a pair of vertical cavity surface emitting lasers, two photodiodes and an integrated signal processing unit, is capable of directly giving the x-axis and y-axis components of the measured vibrating displacement. Based on the laser self-mixing interference, the velocity of the object is coded into the Doppler frequency shift of the feedback light, which allows accurate determination of the vibration of the object.

A commercial shaker has been used to provide standard harmonic oscillation to test the displacement sensor. Within a vibrating frequency range of 110 Hz, the experimental results show that the micrometer scale resolution has been achieved at the velocity of up to 2 m/s, which is much improved compared with the image-based optical mouse. Furthermore, the measurements of the two dimensional displacement of a nano-positioning stage are performed as well. The minimum measurable velocity limit for this sensor has been discussed in detail, and the relative measurement error can be greatly reduced by appropriate selection of the modulation frequency of the triangular injection current.

These results demonstrate the feasibility of this device for the industrial vibration sensing applications.

The Communist revolution in China has led to the appearance in this country of increasing numbers of Chinese books in Russian translation. The Chinese names in Cyrillic transcription have presented many librarians and students with a new problem, that of identifying the Cyrillic form of a name with the customary Wade‐Giles transcription. The average cataloguer, the first to meet the problem, has two obvious lines of action, and neither is satisfactory. He can save up the names until he has a chance to consult an expert in Chinese. Apart altogether from the delay, the expert, confronted with a few isolated names, might simply reply that he could do nothing without the Chinese characters, and it is only rarely that Soviet books supply them. Alternatively, he can transliterate the Cyrillic letters according to the system in use in his library and leave the matter there for fear of making bad worse. As long as the writers are not well known, he may feel only faintly uneasy; but the appearance of Chzhou Ėn‐lai (or Čžou En‐laj) upsets his equanimity. Obviously this must be entered under Chou; and we must have Mao Tse‐tung and not Mao Tsze‐dun, Ch'en Po‐ta and not Chėn' Bo‐da. But what happens when we have another . . . We can hardly write Ch'en unless we know how to represent the remaining elements in the name; yet we are loth to write Ch'en in one name and Chėn' in another.

In order to give full play to the function of noise reduction of asphalt pavement, it is necessary to understand its internal sound absorption mechanism. Therefore, the purpose of this study is to establish a micro model of the pore structure of asphalt mixture with the help of finite element method (FEM), discuss the noise reduction mechanism of asphalt pavement from the micro perspective and analyze and evaluate the noise attenuation law of the pore structure.

The FEM was used to establish the microscopic model of the pore structure of asphalt mixture. Based on the principle of acoustics, the noise reduction characteristics of asphalt pavement were simulated. The influence of gradation and pore characteristics on the noise reduction performance of asphalt pavement was analyzed.

The results show that the open graded friction course-13 (OGFC-13) has excellent performance in noise reduction. The resonant sound absorption structure composed of its large porosity can effectively reduce the pavement noise. For asphalt concrete-13 (AC-13) and stone matrix asphalt-13 (SMA-13), the less resonant sound absorption structure makes them have poor sound absorption effect. In addition, the variation rules of noise transmission loss (TL) curve and sound absorption coefficient curve of three graded asphalt mixtures were obtained. At the same time, the peak noise reduction values of OGFC-13, AC-13 and SMA-13 were obtained, which were 650Hz, 1000Hz and 800Hz, respectively.

The results show that the simulation results can well reflect and express the experimental results. This will provide a reference for further exploring the sound absorption mechanism and its variation rule of porous asphalt pavement. It also has some positive significance for the application of low noise asphalt pavement.

Based on core description, gas logging and laboratory analysis, this paper aims to study the controlling effect of the types of shale sedimentary microfacies in coal formations over shale reservoirs using the example of Shanxi formation in Northern Ordos Basin.

According to core observation, the authors selected typical samples of rock types for thin section analysis to determine the micro features and compositions of rocks.

By using core observation, we found that fine lithology in Shanxi formation included major shale, carbonaceous shale, partially carbonaceous shale, partially silty shale and silty shale with colors of gray, dark gray, black and/or gray. Shanxi Formation shale are deposited in plant-rich and plant-poor swamps, interdistributary depressions of delta plains, interfluvial depressions of meandering rivers as well as microfacies environment of natural levees and the distal crevasse splay.

Currently, the research on the shale gas in Shanxi Formation in the Ordos Basin is still in its infancy. There is yet no research on the fine-grained partition of the sedimentary facies in coal accumulation environment of Shanxi formation and the controlling effect of sedimentary microfacies over shale reservoirs.

Several post-disaster housing extension and modification studies have indicated that owner-driven modification behavior relates to socio-economic and livelihood factors. This study aims to clarify housing extension patterns and examine the relationships among spatial characteristics, sociocultural factors, livelihood factors and housing extensions. This research also highlights the implications of post-disaster housing design for indigenous communities.

An indigenous community case study was conducted using a literature review. Moreover, interview surveys and housing measurements were implemented based on purposive sampling to diversify interviewees’ backgrounds and the extent of housing extensions.

This study confirms that housing extensions are closely related to the number of household members and their associated functions and cultural and livelihood factors that were ignored during the design stage. Furthermore, the housing extension process was confirmed to match households’ economic recovery. A post-disaster housing implementation framework for the indigenous population is proposed.

This research only targeted one indigenous community with a limited number of interviewees and samples because of the connection with households.

The study’s proposed resilience post-disaster housing framework can be used to develop post-disaster housing design guidelines, which can benefit policymaking. The proposed participatory concept can be further adopted in future disaster risk-reduction programs.

This study uniquely focuses on the pre- and post-disaster housing layout and the livelihood of an indigenous community. It offers valuable insights for post-disaster reconstruction planners and practitioners.

Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store.

Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using a high-end positioning strategy. VS focused on offering superb and diverse services to keep ahead of the competition rather than trying to undercut prices. VS hair salon had a solid foundation based mainly on the elite, celebrities and high-salary customers. In 2017, TR owned 16 stores (including one in Canada and two intern salons), 1 academy, 265 employees and 3 brand names. The three brand names were VS, DS and concept (CC). DS and CC were less known to the public, so now these two brands had been carried the parent name and were known as VS DS and VS CC. Quick cut hairdressing businesses were thriving because customers needed quick and cheap hairdressing services. Acknowledging the benefits of entering the highly competitive quick haircut market, TR began to contemplate the new brand name and services to offer. VS had adopted the brand house strategy but TR wondered if it was better to have an individual brand name when entering the quick haircut market. The sub-branding strategy carried the established quality assurance of VS but there was possible brand overlap. An individual new brand name might lack the well-established values from VS but it also showed the potential to reach different segments of customers. TR’s decision to make: a branded house or hybrid? This case showed a high-end hair salon facing the need for simplicity in the market and considered how to expand its business to the lower-end market. Keywords: hairdressing, brand extension and sub-branding strategy.

Level of difficulty: easy/middle level to undergraduate courses specific prerequisites: it is not necessary for students to prepare or read any marketing theory or chapters of the textbook. However, it would help a more in-depth discussion if students know the CCs of brand architecture, brand portfolio, brand extension and line extension.

Teaching Notes are available for educators only.

CSS 8: Marketing.

This study aims to examine whether and how the effect of intimate relationships with micro-influencers on customer behaviour is interrupted by external cues such as sponsorship disclosures and negative electronic word-of-mouth (eWOM).

The study worked with Instagram micro-influences to conduct a vignette survey with four experimental scenarios.

The benefits of parasocial relationships (PSR) in enhancing customer engagement (CE), brand preference (BP) and purchase intention (PI) cannot be sustained in the presence of external interruptive cues. For micro-influencers, whilst sponsorship disclosures do not moderate the influence of PSR, customers are considerably sensitive to negative eWOM or when the two cues co-occur.

This study focusses on micro-influencers and investigates whether the follower–micro-influencer bond can be moderated by external cues including sponsorship disclosure and negative eWOM.

The purpose of this paper is to introduce the structure design process of the cantilever spindle with limited installation space and wishing to increase its critical speed.

In this paper, the finite element method was used to analyze the influence of the supporting stiffness and the structure of the spindle on the critical speed, and then the structure of the spindle was designed; moreover, the experiment was accomplished and the experiment results show that the spindle can work stably.

Through analyzing the influence of the supporting stiffness and the structure of the spindle on the critical speed, the following conclusions could be obtained: the shape of the first-mode is the bend vibration of the cantilever of the spindle; the first-order critical speed of the spindle gradually decreases with the diameter and length of the cantilever increasing; the first-order critical speed of the spindle increases with the depth and diameter of the blind hole increasing; and the experiment was accomplished and the experiment results show that the spindle can work stably.

In this paper, the finite element method was used to design the spindle of the testing machine, and satisfactory results were obtained. It can provide a theoretical reference for the design of a similar spindle.

The purpose of this paper is to explore user engagement (UE) within the Metaverse (MV) environment, emphasising the crucial role of immersive experiences (IEs). This study aims to understand how IEs influence UE and the mediating effects of hedonic value (HV) and utilitarian value (UV) on this relationship. Additionally, the authors examine the moderating impacts of user perceptions (UPs) such as headset comfort, simulation sickness, prior knowledge and ease of use on the utilisation of the MV. This study seeks to elucidate the dynamics of virtual travel at a pre-experience stage, enhancing the comprehension of how digital platforms can revolutionise UE in travel and tourism.

This study used a triangulation methodology to provide a thorough investigation into the factors influencing UE in the MV. A systematic literature review (SLR) was conducted to frame the research context and identify relevant variables. To gather empirical data, 25 interviews were performed with active MV users, supplemented by a survey distributed to 118 participants. The data collected was analysed using structural equation modelling (SEM) to test the hypothesised relationships between IEs, UPs, HV and UV and their combined effect on UE within the MV.

The findings from the SEM indicate that engaging in the MV leads to a positive IE, which significantly enhances UE. Additionally, it was discovered that HV and UV play a mediating role in strengthening the link between IEs and UE. Furthermore, UPs, including headset comfort, simulation sickness, prior knowledge and ease of use, are significant moderators in the relationship between IEs and MV usage. These insights provide a nuanced understanding of the variables that contribute to and enhance UE in virtual environments.

This research contributes original insights into the burgeoning field of digital tourism by focusing on the MV, a rapidly evolving platform. It addresses the gap in the existing literature by delineating the complex interplay between IEs, UPs and value constructs within the MV. By using a mixed-method approach and advanced statistical analysis, this study provides a comprehensive model of UE specific to virtual travel platforms. The findings are particularly valuable for developers and marketers in the hospitality and tourism sectors seeking to capitalise on digital transformation and enhance UE through immersive technologies.

The purpose of this paper is to investigate the effects of surface topography, including surface roughness, circumferential waviness and radial taper, on hydrodynamic performance of liquid film seals considering cavitation.

A mathematical model of liquid film seals with surface topography was established based on the mass-conservative algorithm. Liquid film governing equation was discretized by the finite control volume method and solved by the Gauss–Seidel relaxation iterative algorithm, and the hydrodynamic performance parameters of liquid film seals were obtained considering surface roughness, circumferential waviness and radial taper separately.

The results indicate that the values of load-carrying capacity and frication torque are affected by the surface topography in varying degrees, but the effect is limited.

The results presented in the study are expected to aid in determining the optimum value of structural parameters for the optimum seal performance because of the realistic model which considers both surface topography and cavitation.