چكيده به لاتين
Today, The success of organizations, regardless of whether they are a large business
or a small set of services, depends on customer care and satisfaction and meeting
their needs and wants. In today’s noisy world, all of us are exposed to a mass of
advertisements, products and choices, a company that can use all communication
channels to meet the demands and even the wishes of its customers in the shortest
possible time at any time and place, will be successful. Today, the use of
omnichannel marketing is very important in the world of business, especially online
commerce because the data-based marketing and integration of these days are the
first. This is the most complex of marketing method. In this way, businesses try to
be present with a consistent and integrated identity on all marketing channels
(websites, mobile apps, personal shopping, billboards and …)and convey their
message in a integrated way to the audience alike. The concern of omnichannel
marketing is not just the transactions made by customers; Rather, by collecting user
behavioral data in different channels and analyzing them simultaneously, they also
examine customer’s needs, their interactions with each of the channels, and products
and brands. For this reason, it is important to convey messages and suggestions in
the same way and seamlessly across all channels, including websites, email
campaigns, social networks and stores. Due to the increase of various cosmetics
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brands and fierce competition between sellers, proper marketing and strategy
formulation in this popular and lucrative industry is directly related to its future and
market share. One of the innovative and effective strategies in this field is to apply
omnichannel strategy. Therefore, the purpose of this study is to investigate the
impact of gender in customized advertising and the selection of different channels
in the omnichannel strategy. In this regard, the descriptive-survey research method
was used. The statistical population of the study consisted of all customers who buy
from omnichannel stores; Finally, 384 questionnaires were collected through a
distributed questionnaire. Structural equation modeling and Smart PLS and SPSS
software were used to analyze the collected data. The results showed that Gender
plays a moderating role in the relationship between the integrity of omnichannel
shopping channels, the quality of the integrity of omnichannel shopping channels,
and the habits of buying from omnichannel shopping channels with the intention of
repurchasing.
