A hybrid representation based simile component extraction

Simile, a special type of metaphor, can help people to express their ideas more clearly. Simile component extraction is to extract tenors and vehicles from sentences. This task has a realistic significance since it is useful for building cognitive knowledge base. With the development of deep neural networks, researchers begin to apply neural models to component extraction. Simile components should be in cross-domain. According to our observations, words in cross-domain always have different concepts. Thus, concept is important when identifying whether two words are simile components or not. However, existing models do not integrate concept into their models. It is difficult for these models to identify the concept of a word. What’s more, corpus about simile component extraction is limited. There are a number of rare words or unseen words, and the representations of these words are always not proper enough. Exiting models can hardly extract simile components accurately when there are low-frequency words in sentences. To solve these problems, we propose a hybrid representation-based component extraction (HRCE) model. Each word in HRCE is represented in three different levels: word level, concept level and character level. Concept representations (representations in concept level) can help HRCE to identify the words in cross-domain more accurately. Moreover, with the help of character representations (representations in character levels), HRCE can represent the meaning of a word more properly since words are consisted of characters and these characters can partly represent the meaning of words. We conduct experiments to compare the performance between HRCE and existing models. The experiment results show that HRCE significantly outperforms current models

Factors that influence users to take part in WeChat marketing activities

JEL Classification M3 M31With the penetration of smart phones and mobile Internet, Instant Message Tool is one of the important channels that was developed in order to meet the communication need. Diven by the strong demand, WeChat is the fastest growing Instant Message Tool, and gradually replace the others such as QQ, Weibo, becomes the most popular one in China. Since WeChat has been released new version with functions for busniess, WeChat marketing has started to become a hot topic which concerned by many enterprises. Enterprises push information and hold activities by using WeChat functions such as “Subscription Account”, “QR Code”, in order to obtain more attention and reach more sales. The purpose of this dissertation was to study factors that will influence users’ partipation in WeChat Marketing. Based on the Technology Acceptance Model, marketing features and social characteristics are also considered in the research model. After running Factor Analysis, Usage Performance, Privacy Concern, Perecived Entertainment, Perceived Interactive, Subjective Norm, Perceived Behavioral Control were the new independent variables; Attitude as the immediate variable; Behavior Intention as the dependent variable. Final result shows that Usage Performance has significant positive impact on Attitude and Behavior Intention. Perecived Entertainment and Perceived Interactive have significant positive impact on Attitude. However, Privacy Concern has not significantly influence on Attitude. Subjective Norm has significant impact on Attitude and Behavior Intention, while Perceived Behavioral Control has not significantly influence on Attitude and Behavior Intention.Com a penetração de smartphones e Internet móvel, Ferramentas de Mensagens Instantâneas tornam-se num dos mais importantes canais desenvolvidos de forma a satisfazer a necessidade de comunicação. Derivado pela forte procura, WeChat é a ferramenta de mensagens instantâneas com maior crescimento, gradualmente substituindo outras plataformas como QQ e Weibo, tornando-se num dos mais populares na China. Desde o surgimento do WeChat com novas funções para os negócios, o seu marketing tem começado a ser um importante tópico de análise por muitas empresas. As empresas enviam informação e mantêm actividades usando a opção de “Registar Conta” e “código QR”, de forma a obter maior atenção e obter mais vendas. O objectivo desta dissertação consiste em estudar os factores que influenciam a participação dos usuários no marketing do WeChat. Com base no Modelo de Aceitação Tecnológica, recursos de marketing e características sociais também são considerados no modelo de pesquisa. Depois de executar uma análise factorial, as variáveis independentes foram Desempenho de Uso, Preocupação com a Privacidade, Entreternimento Percebido, Interactividade Percebida, Norma Subjectiva, Controlo Comportamental Percebido; tendo como variável imediata Atitudes, e Intenção de Comportamento como variável dependente. Os resultados finais mostram que o Desempenho de Uso tem um impacto positivo significativo nas Atitudes e Intenção de Comportamento. Entertenimento Percebido e Interactividade Percebida têm um impacto positivo significativo nas Atitudes. No entanto, a Preocupação com a Privacidade não tem influência significativa nas Atitudes. Normas Subjectivas têm um impacto significativo nas Atitudes e Intenção de Comportamento, enquanto que o Controlo Comportamental Percebido não tem influência significativa nas Atitudes e Intenção de Comportamento