Shared Value Creation Model by Measuring the Impact of Organizational Approaches and Manufacturers' Practices on Style of Consumer Behavior of Sports Products
Message:
Article Type:
Review Article (دارای رتبه معتبر)
Abstract:
Purpose

The aim of this study was to evaluate the model of creating shared value by measuring the impact of organizational approaches and manufacturers' practices on the style of behavior of consumers of sports products.

Materials and Methods

This research has a practical aspect in terms of purpose and is a descriptive correlation with regard to the nature of the research method. The statistical population of this study included all organizational personnel, sales force of manufacturers and customers of sports products in Mashhad. In this study, Morgan table was used to determine the sample size. Due to the uncertainty of the number of customer statistical population, the maximum sample size was based on Morgan's formula and the sample size of 384 people was considered as the sample size. The measurement tools were three standard questionnaires describing the organization approach questionnaire, marketing and sales questionnaire and customer behavior questionnaire. The construct validity was confirmed by factor analysis method and its reliability was confirmed by Cronbach's alpha coefficient. Data were analyzed at both descriptive and inferential levels using descriptive and inferential statistical indicators including regression analysis and factor analysis with SPSS22 and AMOS software.

Findings

Natabaj showed that based on the results of the structural model, the effect of organizational approaches and producers' procedures on consumer behavior of sports products has a path coefficient of 0.74 and 0.61, respectively, which has a value of t equal to 10.69 and 9.20, respectively. Considering the significance and positiveness of these coefficients, it can be said that organizational approaches and manufacturers' procedures have a positive and significant effect on the behavior of consumers of sports products.

Conclusion

Also, organizational approaches have the ability to predict customer behavior and 65.3% of the variance of customer behavior variable is determined by organizational approaches. And manufacturers 'procedures have the ability to predict customer behavior and 40.4% of the variance of customer behavior variable is determined by manufacturers' procedures. On the other hand, Natabaj showed that 74% of customer behavior depends on the dimensions of organizational approaches including 5 dimensions of communication, personal, economic, interactive and experimental and the dimensions of manufacturers' procedures (marketing and sales skills) including two dimensions of marketing and sales skills

Language:
English
Published:
Islamic Lifestyle Centered on Health, Volume:3 Issue: 5, 2020
Pages:
108 - 121
magiran.com/p2302161  
برخی از خدمات از جمله دانلود متن مقالات تنها به مشترکان مگیران ارایه می‌گردد. شما می‌توانید به یکی از روش‌های زیر مشترک شوید:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یک‌ساله به مبلغ 700,000ريال می‌توانید 100 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
  • دسترسی به متن مقالات این پایگاه در قالب ارایه خدمات کتابخانه دیجیتال و با دریافت حق عضویت صورت می‌گیرد و مگیران بهایی برای هر مقاله تعیین نکرده و وجهی بابت آن دریافت نمی‌کند.
  • حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران می‌شود.
  • پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانه‌های چاپی و دیجیتال را به کاربر نمی‌دهد.