Cognitive Computation on Consumer’s Decision Making of Internet Financial Products Based on Neural Activity Data

Hongzhi Hu1, Yunbing Tang2, Yanqiang Xie3, Yonghui Dai4 and Weihui Dai1

  1. School of Management, Fudan University
    Shanghai 200433, China
    {hongzhihu, whdai}@fudan.edu.cn
  2. School of Journalism, Fudan University
    Shanghai 200433, China
    tangyunbing@fudan.edu.cn
  3. Shaoyang Branch, Ping An Insurance Company of China LTD
    Shaoyang 422000, China
    775202789@qq.com
  4. Management School, Shanghai University of International Business and Economics
    Shanghai 201620, China
    daiyonghui@suibe.edu.cn

Abstract

Internet finance has become a popular business in today society. However, different from the physical objects or services sold online, Internet financial products are actually the contracts defined by financial terms which make customers bear the possibility of capital loss and liquidity restrictions, but they can obtain profits in the future with some uncertainties. This paper takes consumer’s cognition in the decision making of Internet financial products as research circumstances, studies the above issue by conducting an EEG-fNIRS experiment, and proposed an effective cognitive computation method based on neural activity data through BP-GA algorithm. On this basis, a new recommendation approach of Internet financial products is explored according to consumer’s typical shared mental model. The computing and testing results indicate that researches of this paper provide promising new ideas and novel methods for the cognitive computation of artificial intelligence and the recommendation of Internet financial products.

Key words

Internet Finance, consumer preferences, cognitive computation, mental model, neural activity data, artificial intelligence

Digital Object Identifier (DOI)

https://doi.org/10.2298/CSIS200229013H

Publication information

Volume 17, Issue 2 (June 2020)
Year of Publication: 2020
ISSN: 2406-1018 (Online)
Publisher: ComSIS Consortium

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How to cite

Hu, H., Tang, Y., Xie, Y., Dai, Y., Dai, W.: Cognitive Computation on Consumer’s Decision Making of Internet Financial Products Based on Neural Activity Data. Computer Science and Information Systems, Vol. 17, No. 2, 689–704. (2020), https://doi.org/10.2298/CSIS200229013H