Dark patterns are ethically questionable design elements in user interfaces that deliberately aim to encourage users to take actions that do not serve their own interests, but those of the provider. These design patterns have penetrated numerous areas of our digital experiences, including the websites of online travel portals. The number of dark patterns in the user interfaces of these websites is increasing rapidly, as their use can be considered lucrative from a business perspective. The online travel industry offers an environment in which dark patterns can effectively influence users due to the high level of competition and complex purchasing decisions. This thesis analyses the influence of different types of dark patterns on the user perception of user interfaces on the websites of online travel portals. Firstly, a basic explanation is given of what dark patterns are and which types can be found on the websites of online travel portals. In addition, the effects and user perception of dark patterns are discussed in order to deepen the understanding of the research subject. Furthermore, the development of a survey method for empirical research in the form of a quantitative, standardised online survey is presented. This methodology is then used to capture the user perception of user interfaces on the websites of online travel portals with and without dark patterns. The analysis of the collected data shows that dark patterns can negatively influence the user perception of the user interfaces in various dimensions. These dimensions of user perception include usefulness, comprehensibility, truthfulness, pleasantness, relaxation, ethical acceptability, organisation, the care with which the user interfaces were designed and respect for privacy. Different degrees of influence of dark patterns on the user perception of the user interfaces can be attributed to both the type of dark pattern contained and its specific implementation. Further results indicate that the perceived manipulation of user interfaces may differ between users aged 25 or younger and those older than 25, regardless of the presence of dark patterns. In addition, the data shows that the influence of dark patterns on the perception of manipulation of user interfaces is similar for these two age groups as well as for male and female users.
Date of Award | 2024 |
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Original language | German (Austria) |
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Supervisor | Dietmar Nedbal (Supervisor) |
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Einfluss von Dark Patterns auf die Nutzerwahrnehmung von Benutzeroberflächen auf den Webseiten von Online-Reiseportalen
Wager, M. (Author). 2024
Student thesis: Master's Thesis