{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,22]],"date-time":"2025-08-22T02:42:11Z","timestamp":1755830531806,"version":"3.44.0"},"reference-count":9,"publisher":"Publishing house Pegas","issue":"8","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:p>\u0412 \u0441\u0442\u0430\u0442\u044c\u0435 \u0440\u0430\u0441\u0441\u043c\u043e\u0442\u0440\u0435\u043d\u044b \u0432\u043e\u043f\u0440\u043e\u0441\u044b \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u044f \u043d\u0435\u0439\u0440\u043e\u043d\u043d\u044b\u0445 \u0441\u0435\u0442\u0435\u0439 \u0434\u043b\u044f \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0438 ROPO \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0435\u0439\u00a0\u2013 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432, \u0438\u0437\u0443\u0447\u0430\u044e\u0449\u0438\u0445 \u0442\u043e\u0432\u0430\u0440\u044b \u043e\u043d\u043b\u0430\u0439\u043d \u0438 \u043f\u043e\u043a\u0443\u043f\u0430\u044e\u0449\u0438\u0445 \u0438\u0445 \u043e\u0444\u043b\u0430\u0439\u043d. \u0426\u0435\u043b\u044c \u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u044f \u0437\u0430\u043a\u043b\u044e\u0447\u0430\u0435\u0442\u0441\u044f \u0432 \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u043d\u0438\u0438 \u0432\u043e\u0437\u043c\u043e\u0436\u043d\u043e\u0441\u0442\u0435\u0439 \u0438 \u043f\u0443\u0442\u0435\u0439 \u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f \u043d\u0435\u0439\u0440\u043e\u0441\u0435\u0442\u0435\u0432\u043e\u0439 \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438 \u0432 \u043f\u0440\u043e\u0433\u043d\u043e\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0438 \u0432\u0435\u0440\u043e\u044f\u0442\u043d\u043e\u0441\u0442\u0438 \u043e\u0444\u043b\u0430\u0439\u043d-\u043f\u043e\u043a\u0443\u043f\u043e\u043a \u043f\u043e\u0441\u043b\u0435 \u043e\u043d\u043b\u0430\u0439\u043d-\u0432\u0437\u0430\u0438\u043c\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u0439 ROPO \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0435\u0439. \u041e\u043f\u0440\u0435\u0434\u0435\u043b\u0435\u043d\u0430 \u0441\u043f\u0435\u0446\u0438\u0444\u0438\u043a\u0430 \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f ROPO \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432, \u043a\u043e\u0442\u043e\u0440\u0430\u044f \u043e\u0442\u0440\u0430\u0436\u0430\u0435\u0442 \u043f\u043e\u0442\u0440\u0435\u0431\u043d\u043e\u0441\u0442\u044c \u0442\u0430\u043a\u0438\u0445 \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432 \u0432 \u043f\u043e\u0434\u0442\u0432\u0435\u0440\u0436\u0434\u0435\u043d\u0438\u0438 \u043a\u0430\u0447\u0435\u0441\u0442\u0432\u0430 \u0442\u043e\u0432\u0430\u0440\u0430 \u0438 \u0443\u0434\u043e\u0431\u0441\u0442\u0432\u0435 \u0446\u0438\u0444\u0440\u043e\u0432\u044b\u0445 \u043a\u0430\u043d\u0430\u043b\u043e\u0432 \u0434\u043b\u044f \u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f \u0441\u0440\u0430\u0432\u043d\u0438\u0442\u0435\u043b\u044c\u043d\u043e\u0433\u043e \u0430\u043d\u0430\u043b\u0438\u0437\u0430 \u0438 \u0438\u0437\u0443\u0447\u0435\u043d\u0438\u044f \u0434\u0430\u043d\u043d\u044b\u0445. \u041e\u0431\u043e\u0441\u043d\u043e\u0432\u0430\u043d\u0430 \u043d\u0435\u043e\u0431\u0445\u043e\u0434\u0438\u043c\u043e\u0441\u0442\u044c \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u0446\u0438\u0438 \u043e\u043d\u043b\u0430\u0439\u043d- \u0438 \u043e\u0444\u043b\u0430\u0439\u043d-\u0434\u0430\u043d\u043d\u044b\u0445 \u0434\u043b\u044f \u043a\u0430\u0447\u0435\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0439 \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0438 \u0430\u0443\u0434\u0438\u0442\u043e\u0440\u0438\u0438 \u0432 \u0440\u0435\u0430\u043b\u0438\u044f\u0445 \u043e\u043c\u043d\u0438\u043a\u0430\u043d\u0430\u043b\u044c\u043d\u043e\u0433\u043e \u043f\u043e\u0434\u0445\u043e\u0434\u0430 \u043a \u043f\u043e\u0441\u0442\u0440\u043e\u0435\u043d\u0438\u044e \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043a\u043e\u043c\u043c\u0443\u043d\u0438\u043a\u0430\u0446\u0438\u0439. \u041f\u0440\u0435\u0434\u0441\u0442\u0430\u0432\u043b\u0435\u043d \u0430\u043b\u0433\u043e\u0440\u0438\u0442\u043c \u043f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u044f \u043d\u0435\u0439\u0440\u043e\u0441\u0435\u0442\u0435\u0439 \u0434\u043b\u044f \u0430\u043d\u0430\u043b\u0438\u0442\u0438\u043a\u0438 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u0432\u044b\u0434\u0435\u043b\u0435\u043d\u0438\u044f \u043a\u043b\u0438\u0435\u043d\u0442\u0441\u043a\u0438\u0445 \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u043e\u0432. \u041f\u0440\u0435\u0434\u043b\u043e\u0436\u0435\u043d\u044b \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0438 \u0441\u0442\u0438\u043c\u0443\u043b\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f ROPO \u043f\u043e\u0442\u0440\u0435\u0431\u0438\u0442\u0435\u043b\u0435\u0439, \u043e\u0441\u043d\u043e\u0432\u0430\u043d\u043d\u044b\u0435 \u043d\u0430 \u043f\u0435\u0440\u0441\u043e\u043d\u0430\u043b\u0438\u0437\u0430\u0446\u0438\u0438 \u0438 \u0443\u0447\u0435\u0442\u0435 \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0447\u0435\u0441\u043a\u0438\u0445 \u0442\u0440\u0438\u0433\u0433\u0435\u0440\u043e\u0432, \u043a\u043e\u0442\u043e\u0440\u044b\u0435 \u043e\u0442\u043b\u0438\u0447\u0430\u044e\u0442 ROPO \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u0435. \u0421\u0444\u043e\u0440\u043c\u0443\u043b\u0438\u0440\u043e\u0432\u0430\u043d\u044b \u043f\u0435\u0440\u0441\u043f\u0435\u043a\u0442\u0438\u0432\u043d\u044b\u0435 \u043d\u0430\u043f\u0440\u0430\u0432\u043b\u0435\u043d\u0438\u044f \u0434\u0430\u043b\u044c\u043d\u0435\u0439\u0448\u0438\u0445 \u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u0439, \u0441\u0432\u044f\u0437\u0430\u043d\u043d\u044b\u0435 \u0441 \u0440\u0430\u0437\u0432\u0438\u0442\u0438\u0435\u043c \u043c\u043e\u0434\u0435\u043b\u0435\u0439 \u043f\u0440\u043e\u0433\u043d\u043e\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f ROPO \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f \u0438 \u0443\u0442\u043e\u0447\u043d\u0435\u043d\u0438\u0435\u043c \u0445\u0430\u0440\u0430\u043a\u0442\u0435\u0440\u0438\u0441\u0442\u0438\u043a ROPO \u043a\u043b\u0438\u0435\u043d\u0442\u043e\u0432.<\/jats:p>\n                                                                                            <jats:p>The article examines the use of neural networks for the segmentation of ROPO consumers-clients who research products online and purchase them offline. The aim of the study is to identify the capabilities and methods of neural network analytics in predicting the probability of offline purchases following online interactions by ROPO consumers. The paper outlines the behavioural specifics of ROPO clients, reflecting their need for product quality confirmation and the convenience of digital channels for comparison and information gathering. The necessity of integrating online and offline data for accurate audience segmentation within the omnichannel marketing approach is substantiated. An algorithm for applying neural networks to data analysis and customer segmentation is presented. Strategies for stimulating ROPO consumers based on personalization and behavioural triggers are proposed. Future research directions are defined, focusing on the development of predictive models for ROPO behaviour and the specification of ROPO client characteristics.<\/jats:p>","DOI":"10.47576\/2949-1878.2025.8.8.006","type":"journal-article","created":{"date-parts":[[2025,8,21]],"date-time":"2025-08-21T17:56:17Z","timestamp":1755798977000},"page":"44-51","source":"Crossref","is-referenced-by-count":0,"title":["\u041f\u0440\u0438\u043c\u0435\u043d\u0435\u043d\u0438\u0435 \u043d\u0435\u0439\u0440\u043e\u043d\u043d\u044b\u0445 \u0441\u0435\u0442\u0435\u0439 \u0434\u043b\u044f \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0438 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0435\u0439 ROPO: \u043a\u0430\u043a \u043f\u0440\u0435\u0434\u0441\u043a\u0430\u0437\u0430\u0442\u044c \u0432\u0435\u0440\u043e\u044f\u0442\u043d\u043e\u0441\u0442\u044c \u043e\u0444\u043b\u0430\u0439\u043d-\u043f\u043e\u043a\u0443\u043f\u043a\u0438 \u043f\u043e\u0441\u043b\u0435 \u043e\u043d\u043b\u0430\u0439\u043d-\u0432\u0437\u0430\u0438\u043c\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f"],"prefix":"10.47576","author":[{"given":"\u0415.\u0412.","family":"\u041c\u0438\u0449\u0435\u043d\u043a\u043e","sequence":"first","affiliation":[{"name":"\u0420\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e-\u0430\u0440\u043c\u044f\u043d\u0441\u043a\u0438\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"\u0415.\u0421.","family":"\u041a\u043e\u0437\u0443\u0431\u0441\u043a\u0430\u044f","sequence":"first","affiliation":[{"name":"\u00abFood Solutions KZ\u00bb"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"\u0413.\u0420.","family":"\u0415\u0433\u0438\u043a\u044f\u043d","sequence":"first","affiliation":[{"name":"Aether 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\u0438\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u044f. 2023. \u2116 6 (50). \u0421. 259\u2013263.","key":"4"},{"doi-asserted-by":"crossref","unstructured":"\u041d\u0438\u043a\u0438\u0442\u0438\u043d\u0430 \u0421. \u0410., \u0411\u043e\u043b\u0442\u0430\u0447\u0435\u0432\u0430 \u0415. \u0420. \u0420\u0430\u0437\u0440\u0430\u0431\u043e\u0442\u043a\u0430 \u0430\u0440\u0445\u0438\u0442\u0435\u043a\u0442\u0443\u0440\u044b \u043d\u0435\u0439\u0440\u043e\u043d\u043d\u043e\u0439 \u0441\u0435\u0442\u0438 \u0434\u043b\u044f \u043f\u0440\u043e\u0432\u0435\u0434\u0435\u043d\u0438\u044f \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0430\u0446\u0438\u0438 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u0435\u0439 \u043f\u0440\u0438 \u0442\u0430\u0440\u0433\u0435\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u043d\u043e\u0439 \u0440\u0435\u043a\u043b\u0430\u043c\u0435 \/\/ \u0412\u0435\u0441\u0442\u043d\u0438\u043a \u043a\u0438\u0431\u0435\u0440\u043d\u0435\u0442\u0438\u043a\u0438. 2024. \u0422. 23, \u2116 2. \u0421. 49\u201356.","key":"5","DOI":"10.35266\/1999-7604-2024-2-6"},{"doi-asserted-by":"crossref","unstructured":"\u0422\u0440\u0438\u0444\u043e\u043d\u043e\u0432 \u042e. \u0412., \u0428\u0438\u0440\u044f\u0435\u0432\u0430 \u042e. \u0421., \u0413\u0440\u043e\u043c\u043d\u0438\u0446\u043a\u0438\u0439 \u0412. \u0421. \u0424\u043e\u0440\u043c\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u0435 \u0441\u0442\u0440\u0430\u0442\u0435\u0433\u0438\u0439 \u0434\u0435\u044f\u0442\u0435\u043b\u044c\u043d\u043e\u0441\u0442\u0438 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u044f\u0442\u0438\u0439 \u0441 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u0435\u043c \u043d\u0435\u0439\u0440\u043e\u043d\u043d\u044b\u0445 \u0441\u0435\u0442\u0435\u0439 \/\/ \u041a\u0440\u0435\u0430\u0442\u0438\u0432\u043d\u0430\u044f \u044d\u043a\u043e\u043d\u043e\u043c\u0438\u043a\u0430. 2018. \u0422. 12, \u2116 6. \u0421. 805\u2013816.","key":"6","DOI":"10.18334\/ce.12.6.39169"},{"unstructured":"\u0425\u0440\u0438\u0449\u0430\u0442\u044b\u0439 \u0410. \u0421. \u0418\u0441\u0441\u043b\u0435\u0434\u043e\u0432\u0430\u043d\u0438\u0435 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u044f \u043d\u0435\u0439\u0440\u043e\u0441\u0435\u0442\u0435\u0439 \u0434\u043b\u044f \u0430\u043d\u0430\u043b\u0438\u0437\u0430 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u043f\u0440\u0438\u043d\u044f\u0442\u0438\u044f \u0431\u0438\u0437\u043d\u0435\u0441-\u0440\u0435\u0448\u0435\u043d\u0438\u0439: \u0430\u043d\u0430\u043b\u0438\u0437 \u044d\u0444\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0438 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u044f \u043d\u0435\u0439\u0440\u043e\u0441\u0435\u0442\u0435\u0439 \u0434\u043b\u044f \u043e\u0431\u0440\u0430\u0431\u043e\u0442\u043a\u0438 \u0431\u043e\u043b\u044c\u0448\u0438\u0445 \u043e\u0431\u044a\u0435\u043c\u043e\u0432 \u0434\u0430\u043d\u043d\u044b\u0445 \u0438 \u043f\u0440\u0435\u0434\u043e\u0441\u0442\u0430\u0432\u043b\u0435\u043d\u0438\u044f \u0446\u0435\u043d\u043d\u044b\u0445 \u0438\u043d\u0441\u0430\u0439\u0442\u043e\u0432 \u0434\u043b\u044f \u043f\u0440\u0438\u043d\u044f\u0442\u0438\u044f \u0440\u0435\u0448\u0435\u043d\u0438\u0439 \/\/ \u0418\u043d\u043d\u043e\u0432\u0430\u0446\u0438\u0438 \u0438 \u0438\u043d\u0432\u0435\u0441\u0442\u0438\u0446\u0438\u0438. 2023. \u2116 7. \u0421. 294\u2013298.","key":"7"},{"doi-asserted-by":"crossref","unstructured":"\u042e\u0434\u043d\u0438\u043a\u043e\u0432\u0430 \u0415. \u0421., \u0418\u043b\u044c\u044f\u0448\u0435\u043d\u043a\u043e \u0421. \u0411. \u0412\u0435\u043a\u0442\u043e\u0440 \u0440\u0430\u0437\u0432\u0438\u0442\u0438\u044f \u0438\u043d\u043d\u043e\u0432\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0433\u043e \u043f\u043e\u0442\u0435\u043d\u0446\u0438\u0430\u043b\u0430 \u0432 \u0442\u043e\u0440\u0433\u043e\u0432\u043b\u0435 \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f \u00abonline-to-offline\u00bb \u043a\u043e\u043c\u043c\u0435\u0440\u0446\u0438\u0438 \/\/ \u0420\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e\u0435 \u043f\u0440\u0435\u0434\u043f\u0440\u0438\u043d\u0438\u043c\u0430\u0442\u0435\u043b\u044c\u0441\u0442\u0432\u043e. 2018. \u0422. 19, \u2116 11. \u0421. 3313\u20133322.","key":"8","DOI":"10.18334\/rp.19.11.39593"},{"unstructured":"\u042f\u043a\u0443\u043f\u043e\u0432\u0430 \u0410. \u0412., \u0421\u043c\u0435\u0442\u0430\u043d\u0438\u043d\u0430 \u041e. \u041d., \u0421\u0430\u0437\u043e\u043d\u043e\u0432\u0430 \u0415. \u042e. \u041f\u0440\u043e\u0433\u0440\u0430\u043c\u043c\u043d\u043e\u0435 \u0440\u0435\u0448\u0435\u043d\u0438\u0435 \u0437\u0430\u0434\u0430\u0447\u0438 \u0441\u0435\u0433\u043c\u0435\u043d\u0442\u0438\u0440\u043e\u0432\u0430\u043d\u0438\u044f \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0438\u043d\u0442\u0435\u043b\u043b\u0435\u043a\u0442\u0443\u0430\u043b\u044c\u043d\u044b\u0445 \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0439 \/\/ \u0412\u0435\u0441\u0442\u043d\u0438\u043a \u0423\u0444\u0438\u043c\u0441\u043a\u043e\u0433\u043e \u0433\u043e\u0441\u0443\u0434\u0430\u0440\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0433\u043e \u0430\u0432\u0438\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0433\u043e \u0442\u0435\u0445\u043d\u0438\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442\u0430. 2021. \u0422. 25, \u2116 3 (93). \u0421. 132\u2013144.","key":"9"}],"container-title":["Journal of Applied Research"],"original-title":[],"language":"ru","deposited":{"date-parts":[[2025,8,21]],"date-time":"2025-08-21T17:56:26Z","timestamp":1755798986000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.zhpi.ru\/journal"}},"subtitle":["Application of neural networks for ROPO user segmentation: how to predict the probability of offline purchase after online interaction"],"short-title":[],"issued":{"date-parts":[[2025,8,11]]},"references-count":9,"journal-issue":{"issue":"8","published-online":{"date-parts":[[2025,8,11]]}},"URL":"https:\/\/doi.org\/10.47576\/2949-1878.2025.8.8.006","relation":{},"ISSN":["2949-1878"],"issn-type":[{"type":"electronic","value":"2949-1878"}],"subject":[],"published":{"date-parts":[[2025,8,11]]}}}