Shared Value Creation Model by Measuring the Impact of Organizational Approaches and Manufacturers' Practices on Style of Consumer Behavior of Sports Products

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.

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.

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.

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