Dark Patterns in E-Commerce Platforms: An International Analysis of Temu.com
Öz
Manipulative interface designs known as dark patterns have become an increasing source of concern in digital commerce due to their ability to influence users’ decisions without their awareness. This study examines the dark patterns used on the Temu.com platform from a cross-national perspective. The research is based on 1,964 one- and two-star user reviews user reviews collected from Trustpilot across 68 different countries during August 2025. The data were obtained using a web scraping method implemented with the Python programming language and the Selenium library. Within the scope of a quantitative content analysis that combines semi-automated keyword screening, manual coding, and statistical analyses, the study focuses on the 20 countries with the highest number of reviews (n = 1,826). The findings indicate that there are pronounced differences between countries in terms of both the prevalence and the distribution of dark pattern types. It is observed that Anglo-Saxon markets, comprising the United Kingdom, the United States, Canada, Australia, and Ireland, have significantly higher dark pattern ratios compared to Continental European countries, pointing to the influence of cultural and regulatory contexts. While misdirection emerges as the most frequently encountered dark pattern type, country-specific tendencies stand out, such as gamification in the United States and confirmshaming in Spain. Complaints that do not involve dark patterns mainly concentrate on operational issues such as delivery, refund processes, and customer service. While statistical analyses reveal significant differences between countries, no significant relationship is identified between the number of reviews and the prevalence of dark patterns.
Anahtar Kelimeler
Dark Patterns, E-Commerce Platforms, Cross-Cultural Analysis, Consumer Rights, User Experience
Etik Beyan
This study was conducted using secondary data obtained from publicly accessible sources. All data analyzed in the research consist of anonymized user reviews voluntarily shared by users on the Trustpilot platform and do not include any personally identifiable information. No direct interaction with individual users was involved, no personal data were collected, and no experimental procedures were conducted on human subjects. Therefore, ethical committee approval was not required for this study. Throughout the research process, principles of data privacy, anonymity, and ethical research conduct were strictly observed.
Kaynakça
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