Інтеграція нейромаркетингових технологій у формування інноваційної товарної політики підприємств електронної комерції

The relevance of the topic is due to the growing importance of neuromarketing technologies as a tool for in-depth analysis of consumer behavior in the context of the digitalization of the economy. The integration of such technologies into the formation of an innovative product policy of e-commerce enterprises contributes to improving the efficiency of management decisions, optimizing the assortment and creating sustainable competitive advantages in a dynamic market. The article presents a comprehensive study of the integration of neuromarketing technologies into the process of forming an innovative product policy of e-commerce enterprises. The topic under study has a pronounced interdisciplinary character, as it combines approaches and tools from various fields of knowledge - marketing, neuropsychology, economics, information technology and behavioral sciences. The research used a set of general scientific (analysis, synthesis, induction, deduction, systematic approach) and special methods (comparative analysis, expert evaluation), which allowed us to systematically study this problem. Attention is focused on the transformation of consumer behavior in the digital environment and the growing role of emotional and behavioral factors in making decisions about online purchases. The essence, typology, and functionality of the main neuromarketing tools, including functional magnetic resonance imaging (fMRI), electroencephalography (EEG), eye tracking technologies, facial expression analysis, and biometric parameters, are defined. The features of product policy formation in e-commerce are revealed: the dynamism of the assortment, the importance of visual content, personalization of offers and the role of integration with digital analytics systems. As a result of the study, practical recommendations for the implementation of neuromarketing technologies in the product strategy of e-commerce enterprises, taking into account the neurobehavioral characteristics of consumers, are proposed. It is proved that the use of such technologies helps to increase the effectiveness of assortment policy, improve the quality of customer interaction, increase conversion and form long-term consumer loyalty. Particular attention is paid to the adaptability, innovation and scientific validity of decision-making on product content in a highly competitive digital environment. The materials of the article can be used as a theoretical basis and practical recommendations for enterprises seeking to implement the latest marketing tools in the management of innovative product policy in order to achieve a strategic competitive advantage in e-commerce.