<![CDATA[Purpose – This study aims to investigate the effect of gamification marketing on online impulse buying by examining the mediating roles of perceived urgency and perceived enjoyment as parallel cognitive-affective mechanisms among Shopee Games users in Indonesia. Design/Methodology/Approach – This study employed an explanatory quantitative research design. Primary data were collected through online questionnaires from 250 active Shopee Games users in Indonesia. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the direct and mediating effects among variables. Findings – The results indicate that gamification marketing has a significant positive effect on online impulse buying, perceived urgency, and perceived enjoyment. The mediation analysis reveals that perceived enjoyment is the dominant psychological mechanism linking gamification marketing to impulse buying. Conversely, perceived urgency does not significantly influence impulse buying and does not mediate the relationship between gamification marketing and impulse buying, suggesting that consumers may have become less responsive to artificial scarcity cues in digital shopping environments. Originality/Value – This study contributes to digital consumer behavior literature by extending the Stimulus–Organism–Response (S-O-R) framework through the integration of cognitive and affective mechanisms in explaining gamification-driven impulse buying. The findings provide new insights into how emotional engagement, rather than only urgency-based persuasion, drives purchasing behavior in gamified e-commerce environments. Practically, this study suggests that online retailers should emphasize interactive and engaging shoppertainment features while adopting more ethical approaches to encourage consumer interaction.]]>
