한준영, 오준형, 연상준,

Vol. 34, No. 3, pp. 515-525, 6월. 2024
10.13089/JKIISC.2024.34.3.515, Full Text:
Keywords: Dark Pattern, Bounce Rate, Banner Ad, Advertorial, Pop-up
Abstract

Dark patterns refer to intentionally deceptive design techniques used by online service providers to hide necessary information, preventing users from taking desired actions or luring them into unintended behaviors. In this study, we analyzed the prevalence of dark patterns such as banners, advertorials, pop-ups, and video ads, and their impact on users across the top 200 news websites worldwide. The research revealed that there is a minimal correlation between banner ads and user bounce rates or unique visitors. Consequently, the main screen moving banner and headline news screen moving banner were most frequently observed in South America, while the headline news screen fixed banner was most commonly observed in Asia. All other categories were predominantly observed in Europe, making European websites the most diverse and abundant in various dark patterns.

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