Cognitive Computation on Consumer’s Decision Making of Internet Financial Products Based on Neural Activity Data
- School of Management, Fudan University
Shanghai 200433, China
{hongzhihu, whdai}@fudan.edu.cn - School of Journalism, Fudan University
Shanghai 200433, China
tangyunbing@fudan.edu.cn - Shaoyang Branch, Ping An Insurance Company of China LTD
Shaoyang 422000, China
775202789@qq.com - 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
Full text
Available in PDF
Portable Document Format
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