The Effect of Dark Patterns in User Interface Design on User Annoyance and Brand Trust for E-commerce in Thailand

Abstract

            This study is experimental research. It aims to analyze the types of dark patterns found in e-commerce businesses in Thailand. Dark patterns are categorized into five types, including Nagging, Obstruction, Sneaking, Interface Interference and Forced Action. Additionally, the study examines the effect of dark patterns on user annoyance and brand trust. The sample consists of 30 participants aged between 20 and 30 years. Data collection and analysis were conducted using descriptive and inferential statistics, with Repeated Measures ANOVA applied for statistical evaluation. The findings revealed that Forced Action and Obstruction have the most significant effect on user annoyance levels when compared to other types of dark patterns. Meanwhile, Sneaking and Interface Interference have a more significant effect on brand trust than other types of dark patterns. These results highlight the adverse effects of dark patterns on user experience and can serve as a guideline for e-commerce businesses to refine platform design to better suit the Thai context.