Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Vad är det egentligen som gömmer sig i mörkret?: En studie om i vilken grad äldre internetanvändare kan identifiera dark patterns på e-handelsplatser
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
What is really hiding in the dark? : A study of the extent to which older internet users can identify dark patterns in e-commerce sites (English)
Abstract [en]

This study examines the extent of which older internet users can identify dark patterns in e-commerce sites. The purpose of this is to understand which types of dark patterns that older people 55+ can identify to which degree after receiving adequate knowledge about the subject of deceptive design and specifically dark patterns, and also if there is any connection between the results and factors such as demographic differences and the communicative nature of each dark pattern. This study shows the type of dark patterns that was identified correctly the most by the respondents was Low-stock message, which we categorized as having linguistic communicative attributes. The least correctly identified type of dark patterns was Aesthetic manipulation with its graphic communicative nature. Over all the respondents were able to identify dark patterns correctly to an extent of 50 %, and no distinctive demographic patterns relating to the outcome were found other than that higher education seemed to equal higher results. Regarding how the communicative attributes of each dark pattern affected the respondents' results, we did find that dark patterns of linguistic type were easier for the respondents to identify, whereas graphical dark patterns were the hardest. To gather the data a web-based survey was used and distributed through Facebook which generated 28 respondents in total. The data was then analyzed using frequency tables and simple descriptive statistics, and some of them were later translated into diagrams to visualize the results in an effective way.

Place, publisher, year, edition, pages
2022.
Keywords [sv]
Dark patterns, e-handel, äldre internetanvändare, vilseledande design, UX, HCI
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-28893OAI: oai:DiVA.org:hb-28893DiVA, id: diva2:1709237
Available from: 2022-11-09 Created: 2022-11-08 Last updated: 2022-11-09Bibliographically approved

Open Access in DiVA

fulltext(17335 kB)340 downloads
File information
File name FULLTEXT01.pdfFile size 17335 kBChecksum SHA-512
2e675442b26f006d8bd693e6849d52b25c2638a7d9e82b5963e59c6d094b9721a3085797201af57e9370c6cee86077db5c4b5dcd957a5cdb1b58084137ed1c01
Type fulltextMimetype application/pdf

By organisation
Faculty of Librarianship, Information, Education and IT
Information Studies

Search outside of DiVA

GoogleGoogle Scholar
Total: 340 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 510 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf