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This paper explores the relationship between online marketing practices that manipulate consumer behavior, termed dark patterns, and the buyer black box, focusing on consumer motivation and purchase intentions. A conceptual framework is proposed, supported by hypotheses tested using survey data collected from online users in Oman. The study employs variance-based structural equation modeling (PLS-SEM) via Smart PLS 4.0, examining the interplay between the identified variables. The results indicate that dark patterns have a significant positive effect on consumer motivation (β = 0.609, p ≤ 0.05) and purchase intentions (β = 0.220, p ≤ 0.05). Consumer motivation also significantly influences purchase intentions (β = 0.318, p ≤ 0.05), confirming the proposed hypotheses. The study's framework excludes considerations of legal and ethical implications as well as user demographics, suggesting areas for further research. The findings underscore the need for policymakers to recognize the detrimental effects of dark patterns on consumer behavior and advocate for the establishment of global safeguards to foster a fairer digital marketplace.

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Influence of Dark Patterns on Buyer Black Box: An Empirical Study

  • 章节

  • 发表日期：

    2025年

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  • Dana Abou Chaar,
  • Alexandre Bachkirov,
  • Mohammad Razzak,
  • Alireza Jalali

摘要

This paper explores the relationship between online marketing practices that manipulate consumer behavior, termed dark patterns, and the buyer black box, focusing on consumer motivation and purchase intentions. A conceptual framework is proposed, supported by hypotheses tested using survey data collected from online users in Oman. The study employs variance-based structural equation modeling (PLS-SEM) via Smart PLS 4.0, examining the interplay between the identified variables. The results indicate that dark patterns have a significant positive effect on consumer motivation (β = 0.609, p ≤ 0.05) and purchase intentions (β = 0.220, p ≤ 0.05). Consumer motivation also significantly influences purchase intentions (β = 0.318, p ≤ 0.05), confirming the proposed hypotheses. The study's framework excludes considerations of legal and ethical implications as well as user demographics, suggesting areas for further research. The findings underscore the need for policymakers to recognize the detrimental effects of dark patterns on consumer behavior and advocate for the establishment of global safeguards to foster a fairer digital marketplace.