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Dark patterns påverkan på användarens känslor: en kvalitativ studie på två e-handelswebbplatser
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2024 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The influence of dark patterns on the user's emotions : A qualitative study on two e-commerce websites (English)
Abstract [en]

In today's society more and more people are consuming both clothes and groceries using websites online. With a few clicks, users have access to a wide range of products and services. However, many of these e-commerce sites also contain design intended to control users through dark patterns. While such practices can both manipulate and mislead, users can also become emotionally affected. The purpose of this study is to investigate how the user's emotions are affected by dark patterns on e-commerce sites. With qualitative research, the emotional impact on users is investigated while users explore a selection of websites, Shein and Systembolaget. This study was conducted using the Condensed Contextual Inquiry session method, including a brief interview with participants. The results illustrate that the majority of participants experienced dark patterns negatively on the e-commerce sites with emotions such as stress, irritation and uncertainty. Although participants identified dark patterns and experienced negative perceptions of these on both websites, the e-commerce site Shein contained the most dark patterns that were interpreted negatively on the users. The study concludes, therefore, that negative experiences on e-commerce websites using dark patterns can affect the users propensity for action and return.

Place, publisher, year, edition, pages
2024.
Keywords [sv]
Dark patterns, design, e-handel, informationsarkitektur, användarupplevelse, manipulativ design, känslor
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-31615OAI: oai:DiVA.org:hb-31615DiVA, id: diva2:1840422
Available from: 2024-02-26 Created: 2024-02-23 Last updated: 2024-02-26Bibliographically approved

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7d7376e59d94d6a7d6b06256d70902c25a2c47dd241ef379b5038ac2b3933d12f0df5dc681d8377eecd1a7b91f8b9a5280457e90f7853ab37dda87209e1f72d9
Type fulltextMimetype application/pdf

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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