| Summary: | Grounded on the flow model, the present study aims to examine the significant effect of gamification in an e-commerce platform on customer experience, and the mediating roles of brand engagement and perceived enjoyment in the said relationship. The study participants were e-commerce platform users (n = 314) and were identified using purposive sampling. All hypothesized relationships were examined using path modeling via partial least squares (PLS), and hierarchical component model assessment was performed for higher-order formative constructs—brand engagement and customer engagement. The results revealed that gamification significantly and positively influences customer experience, perceived enjoyment, and brand engagement. Moreover, between brand engagement and perceived enjoyment, only brand engagement shows a significant and positive influence on customer experience. The mediation analysis showed that only brand engagement indirectly affects the link between gamification and customer experience. Unlike past studies on gamification, the current undertaking utilized brand engagement and perceived enjoyment mediators on the link between gamification and customer experience. Furthermore, a hierarchical component model assessment was utilized where brand engagement and customer experience were treated as higher-order formative constructs. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2023.
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