社群媒體中暗黑模式對信任、感知控制及使用者滿意度之影響

Abstract

欺騙性設計 (Deceptive design) 又稱為暗黑模式 (Dark patterns)，為一種使用者介面設計策略，旨在誤導使用者做出不符合其最佳利益的決策。儘管暗黑模式在數位環境中十分普遍，但是關於它在社群媒體平台上對使用者感知的影響仍缺乏充分理解。 本研究採用線上調查和受試者間實驗設計，結合虛擬網站以調查暗黑模式的影響。研究結果表明，暗黑模式顯著降低了使用者對網站的信任、感知控制和滿意度。此外，認知負荷對暗黑模式與感知欺騙性之間的關係沒有調節作用。從實驗網站獲取的用戶行為數據分析顯示，暗黑模式降低了使用者對他們所作決策的認知程度。人口統計變數對於感知欺騙性的影響不顯著，表明暗黑模式對不同人群有普遍性影響。 這項研究強調了暗黑模式對社群媒體平台使用者體驗的負面影響，並提供實務建議和未來研究方向，旨在促進一個以使用者為中心且更加透明的數位環境。

Deceptive design, known as dark patterns, is a user interface design tactic aimed at misleading users into making decisions that do not align with their best interests. Despite the prevalence of dark patterns in digital environments, there is still a gap in understanding their impact on user perception within social media platforms. This study employed online surveys and a between-subjects experimental design, utilizing a virtual website to investigate the impact of dark patterns. The findings suggest that dark patterns significantly decrease in users’ trust, perceived control, and satisfaction. Additionally, the study finds no moderating effect of cognitive load on the relationship between dark patterns and perceived deception. Analysis of user interactions collected from the experimental website suggested that dark patterns reduce people’s awareness of the decisions they made. The non-significant effect of demographic variables on perceived deception indicates a generalized effect of dark patterns across populations. This empirical study highlights the negative impact of dark patterns on the user experience within social media platforms and provides practical suggestions and directions for future research, aiming to promote a more transparent and user-centered digital environment.