DARK PATTERNS IN INDIAN RETAIL APPS

Abstract

It appears that modern digital retail platforms leverage the idea of persuasive interfaces to exploit consumers in such a way that raises concerns about the use of dark patterns in digital retail contexts. Basically, dark patterns refer to any form of deceitful interface designs used to compel consumers to perform actions contrary to their preferences. While the topic of dark patterns has attained immense popularity all over the world, there is limited literature associated with its influence on consumers' behaviors in the context of the app-based retail market in India. Literature on dark patterns largely focuses on deception as a one-dimensional concept without considering the possibility of varied manipulations leading to different consumer behaviors. This study highlights the occurrence of dark pattern exposure along with their dimensional structure and behavioral outcomes among Indian retail app users. A questionnaire survey has been conducted on 128 participants by taking a sample through the convenient sampling method. For analyzing the data collected through this survey, the researchers have used various statistical tests such as descriptive statistics, reliability test, exploratory factor analysis, Spearman's correlation test, and OLS regression. Two major dimensions of dark patterns were found after conducting the exploratory factor analysis. The first one is called Interface Manipulation and Psychological Pressure. This is because it includes the items of notification nudges, preselected add-ons, guilt tripping, and hidden costs. According to the results of this study, dark pattern exposure is an extremely common phenomenon for Indian customers using retail apps. Results from regression analysis showed that Scarcity and Urgency Tactics were predictors of consumer's purchase regret, meaning that psychological manipulation based on pressure and the urgency of the offer leads users into impulse buying and their regret about those purchases. At the same time, it was determined that Interface Manipulation and Psychological Pressure were the best predictors of app abandonment behavior, meaning that prolonged usage of psychologically intrusive interfaces is likely to cause users to stop engaging with the platform entirely. However, no relationship between dark patterns exposure and consumer trust has been established. It provides insights into the emerging body of research dealing with digital manipulation of consumers, behaviorally engineered interfaces, and ethical aspects of online platforms by demonstrating that various types of dark patterns utilize specific mechanisms of behavioral influence. This is important in terms of the implications for policymakers, platform developers, and consumer protection bodies who are interested in ethical interface behaviors.