In today's society more and more people are consuming both clothes and groceries using websites online. With a few clicks, users have access to a wide range of products and services. However, many of these e-commerce sites also contain design intended to control users through dark patterns. While such practices can both manipulate and mislead, users can also become emotionally affected. The purpose of this study is to investigate how the user's emotions are affected by dark patterns on e-commerce sites. With qualitative research, the emotional impact on users is investigated while users explore a selection of websites, Shein and Systembolaget. This study was conducted using the Condensed Contextual Inquiry session method, including a brief interview with participants. The results illustrate that the majority of participants experienced dark patterns negatively on the e-commerce sites with emotions such as stress, irritation and uncertainty. Although participants identified dark patterns and experienced negative perceptions of these on both websites, the e-commerce site Shein contained the most dark patterns that were interpreted negatively on the users. The study concludes, therefore, that negative experiences on e-commerce websites using dark patterns can affect the users propensity for action and return.

Digital klädshopping är en växande bransch som blir en allt större del av livet för många, inte minst unga. Detta lämnar dock allt fler unga användare sårbara för påverkan av dark patterns som i stor utsträckning utnyttjas av klädföretag för att manipulera användare till att köpa mer än vad de egentligen planerat. Studier av dark patterns är dock fortfarande relativt begränsade, särskilt kvalitativa studier med fokus på digital klädshopping med unga användare i fokus. Syftet med denna studie är därför att undersöka hur unga användare i åldersgruppen 20-25 år påverkas av dark patterns och vilka dark patterns de påverkas mest av. En kvalitativ surveyundersökning med semistrukturerade intervjuer och observationer inspirerade av moderated user testing genomfördes. Totalt elva dark patterns undersöktes varav fyra med intervjuer och observationer och övriga sju med endast intervjuer. Resultatet indikerar att dark patterns har en negativ påverkan på unga användare och att vissa dark patterns, som sneak into basket, uppfattas mer negativt och andra, som social proof uppfattas som mer acceptabla. Vissa dark patterns, som nagging, är deltagarna mer medvetna om och uppfattar som mer irriterande medan andra, som trick question, beskrivs som mer bedrägliga och svårupptäckta. För att motverka dessa negativa effekter finns ett behov av ytterligare studier och uppdaterad lagstiftning för att skydda användare online. / Digital clothes shopping is a growing industry which has become an increasingly significant part of life for more and more people, including many young people. This however leaves many young users vulnerable to dark patterns which are significantly employed by clothing companies to manipulate users into buying more than they might have originally planned to. Studies of dark patterns are, however, still relatively limited, especially qualitative studies focusing on digital clothes shopping and young users. The purpose of this study is thus investigating how young users between the ages of 20-25 years old are affected by dark patterns and which dark patterns they are the most heavily affected by. A qualitative survey with semistructured interviews and observations inspired by moderated user testing was conducted. In total, eleven dark patterns were investigated, of which four were investigated through observations and interviews and the other seven through interviews only. The results indicate that dark patterns have a negative effect on young users and that certain dark patterns, such as sneak into basket, are more negatively perceived and others, such as social proof, are considered more acceptable. The participants are also more aware of certain dark patterns, such as nagging, while others, such as trick question, are described as more deceptive and harder to detect. To counteract these negative effects, there is a need for further studies and updated legislation to protect users online.