Influence of Customer Knowledge Management on Mobile Fitness Application Customer Value Cocreation Through Flow Experience and Customer Involvement

In order to promote the innovative development of mobile fitness APP, based on value cocreation theory of customer-dominant logic, this paper discusses how the customer knowledge management, flow experience and customer involvement affect customer value cocreation in mobile fitness APPs. This study used convenience sampling and structural equation modeling to test the relationship between variables from questionnaire. Results revealed that customer knowledge management significantly and positively affected customer flow experience and customer flow experience significantly and positively affected customer value cocreation. Customer flow experience played a partial mediating role in the relationship through which customer knowledge management affected customer value cocreation, and customer involvement played a moderating role in the relationship through which customer flow experience affected customer value cocreation. Moreover, the results indicated that customer involvement significantly and positively regulated the effect of customer flow experience attention focus on customer value cocreation. Customer involvement not moderates the effect of perceived enjoyment in customer flow experience on customer value cocreation. Therefore, mobile fitness app enterprises or service organizations must strengthen knowledge management in industrial chain innovation development for strengthening the relationship with customers. Moreover, they should ensure flow experience to strengthen the psychological connection with customers and promote value cocreation to strengthen the behavioral connection with customers. These enterprises should improve the level of involvement to strengthen the emotional connection with customers.