Heather He

My research examines how AI and data-driven decision tools shape consumer and investor behaviour, with a particular focus on risk, fairness, and responsible deployment. I have developed three connected research streams: 

• how AI-assisted decision support influences financial risk-taking, especially among vulnerable users;
• how automated decision systems in retail settings, such as fraud detection for product returns, affect deterrence, fairness, and customer trust; and
• how business analytics and knowledge exchange can help resource-constrained SMEs build customer insight and forecasting capability.

PhD in Business Studies and Management, University of Southampton, UK

Bachelor’s Degree of Economics, Xiamen University, China

• Bangor University Community Fund - Building Inclusive Economic Capacity in North Wales: Linking Regional Opportunity with SME Growth (2026): Co-I. £1,500. Awarded. Ongoing.
• Cwmni Egino, Great British Energy-Nuclear (GBE-N), and Bangor University Research Bursary Scheme - Staying power in North Wales: How risk communication shapes local talent pathways in the context of Wylfa SMR (2026): PI, £2,500. Awarded. Ongoing.
• UK SPF Skills & Innovation Voucher Scheme - Collaborative Initiative with Trackside Focus on Customer Segmentation and Targeted Marketing Strategy (2025): PI, £4,994. Awarded. Completed.
• UK SPF Skills & Innovation Voucher Scheme - Collaborative Initiative with Scanwell Ltd on Marketing Analytics (2025): Co-I, £4,998. Awarded. Completed.
• Anglesey County Council Fund - Understanding Visitor Segments in Anglesey: A psychographic and Behavioural Analysis Across Seasonal Variations (2025): Co-I, £9,400. Awarded. Completed
• ESRC Festival of Social Science - The Hidden Cost of Returns: What Happens After You Click “Buy”? (2025): Co-I, £700. Awarded. Completed.
• Bangor University Enterprise Development Fund (2025): Co-I, £1,070. Awarded. Completed.
• UK SPF Skills & Innovation Voucher Scheme - Collaborative Initiative with Enfys Ecology: Financial Performance and Competitor Analysis (2024): Co-I, £4,979. Awarded. Completed.
• British Council Springboard Programme - Sustainable AViation and Emerging Technologies: Maximizing Operational and Resource Efficiency (2024): Co-I, £6,860. Awarded. Ongoing.
• UK SPF Skills & Innovation Voucher Scheme - Collaborative Initiative with Wings Club Broughton: Financial Performance Analysis (2024): Co-I, £4,961. Awarded. Completed.
• UK SPF Skills & Innovation Voucher Scheme - Leveraging Machine Learning to Analyse the Economic Impact of Weather Patterns: Case Studies of National Trust Properties in North Wales (2024): PI, £4,294. Awarded. Completed.
• UK SPF Skills & Innovation Voucher Scheme - Collaboration with Kodergarten: Visitor and Vehicle Flow Forecasting (2024): Co-I, £7,692. Awarded. Completed.
• Welsh Government SMART Flexible Innovation Support - The State of Data Analytics and ESG Adoption in North Wales (2024): Co-I, £35,000. Awarded. Completed.
• British Academy / Leverhulme Small Research Grants - The Impact of Bank Branch Closures on Local SMEs and Employment: Evidence from the UK (2023), Co-I, £9,892.07. Awarded. Completed.

• Jiaxin Li, Retail investors and Environmental, Social, and Governance (ESG) investment. Completed in 2026.
• Thokozile Tembo, News sentiment and the cross-section of cryptocurrency returns, 09/2022 - Present

• Learned Society of Wales, ECR Travel and Expenses Bursary. 
• Bangor University Taith Research Mobility Programme Award
• Bangor University College of Arts, Humanities and Social Sciences WREC Conference Award