Unintended consumption: The effects of four e-commerce dark patterns

IF 3.7 Q2 ENVIRONMENTAL SCIENCES Cleaner and Responsible Consumption Pub Date : 2023-10-28 DOI:10.1016/j.clrc.2023.100145
Woon Chee Koh , Yuan Zhi Seah
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Abstract

Dark patterns, the manipulation and deliberate presentation of information to influence consumer decision-making, can lead to unintended purchases and overconsumption. Past studies have established the prevalence of dark patterns in e-commerce. Yet, few studies have investigated the differential effects of dark patterns on the consumption choices of different groups of consumers. Similarly, few studies have examined the effectiveness of interventions countering dark patterns which may reduce unintended consumption. This study seeks to 1) investigate the effects of low-stock message, activity message, countdown timer, and limited-time message dark patterns and its influence on product selection decisions, 2) determine if demographic variables would predict susceptibility to dark patterns, and 3) explore the effectiveness of video- and activity-based dark patterns awareness intervention. 195 adult volunteers aged 19 to 53 participated in this experiment. Results indicated that participants were significantly more likely to select products with dark patterns. The use of limited-time message dark pattern was significantly more effective than other dark patterns in inducing consumption. Older individuals tend to be more susceptible to dark patterns. No clear evidence for the effectiveness of video- and activity-based dark patterns awareness intervention was found. Several study limitations were noted. We note how companies can support cleaner and responsible consumption by refraining from using dark patterns. On individuals, the implications of dark patterns on unintended consumption, in a world with aging populations and post-pandemic accelerated e-commerce were discussed.

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意外消费:四种电子商务黑暗模式的影响
黑暗模式,操纵和故意呈现信息以影响消费者的决策,可能导致意外购买和过度消费。过去的研究已经证实了黑暗模式在电子商务中的普遍存在。然而,很少有研究调查深色图案对不同消费者群体消费选择的不同影响。同样,很少有研究调查了对抗可能减少意外消费的黑暗模式的干预措施的有效性。本研究旨在1)调查低库存信息、活动信息、倒计时信息和限时信息的黑暗模式及其对产品选择决策的影响;2)确定人口统计学变量是否可以预测对黑暗模式的敏感性;3)探索基于视频和活动的黑暗模式意识干预的有效性。195名年龄在19岁至53岁之间的成年志愿者参加了这项实验。结果表明,参与者更有可能选择带有深色图案的产品。限时信息暗模式的诱导消费效果明显优于其他暗模式。老年人往往更容易受到黑暗模式的影响。没有明确的证据证明基于视频和活动的黑暗模式意识干预的有效性。注意到几个研究的局限性。我们注意到公司如何通过避免使用深色图案来支持更清洁和负责任的消费。就个人而言,与会者讨论了在人口老龄化和大流行后电子商务加速发展的世界中,黑暗模式对意外消费的影响。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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