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A truly delightful purchase: On customer perception and strategic motivations behind the use of dark patterns in online shopping applications
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School of Science |
Master's thesis
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en
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66
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Abstract
The rise of dark patterns in digital marketplaces has created new challenges for understanding user–platform interactions and their effect on platform user perception and platform strategy. A systematic literature review (SLR) was combined with a utilitarian-style user shopping flow analysis of two major e-commerce applications -AliExpress and Amazon- to identify and classify dark pattern instances and their impact.
The SLR synthesizes existing literature to identify, categorize and, where possible, evaluate the effectiveness of dark patterns commonly reported in digital marketplaces. Building on the SLR data an user shopping flow analysis following an utilitarian shopping logic was conducted on the two mentioned e-commerce platforms. This analysis examined a linear, task-based user flow supported by heatmap data to predict user attention, and evaluate the interaction intensity for each identified dark pattern instance.
Results show that most dark patterns go unnoticed, however visible or coercive ones significantly influence trust and behavior. AliExpress and Amazon employ different design strategies, yet both use dark patterns to guide users toward platform-beneficial outcomes. The study illustrates how manipulative design shapes online shopping experiences via the use of dark patterns in key moments of the user flow, shifting the shopping logic from utilitarian to hedonistic. It also provides a foundation for broader analyses of user behavior and platform practices.