The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Analysis of the Mediating Effect of Brand Trust between Consumer Attitude and Intention to Continue Use after Dark Pattern Recognition

다크패턴 인식 이후 소비자 태도와 지속이용의도 관계에서 브랜드 신뢰의 매개효과 분석

  • 김혜진 (공주대학교 도자문화융합디자인학과) ;
  • 정지복 (공주대학교 산업유통학과)
  • Received : 2024.08.07
  • Accepted : 2024.11.07
  • Published : 2024.11.30
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Abstract

Various forms of dark patterns are emerging that distort or impede rational decision-making in visas. The purpose of this study was to analyze the relationship between the degree of experience of dark patterns in online shopping malls, consumer attitudes, brand trust, and intention to continue using the dark patterns after recognizing the dark patterns. As a result of the study, there was a difference in the rate at which men and women perceived dark patterns and in consumer attitudes after recognizing dark patterns. Brand trust has a statistically significant effect on consumer attitudes and retention intentions. Consumer attitudes have a mediating effect in the relationship between brand trust and continued use. However, experience level did not have a moderating effect on the relationship between brand trust and consumer attitudes.

소비자의 합리적 의사결정을 왜곡하거나 방해하는 다양한 형태의 다크패턴이 등장하고 있다. 본 연구는 20대 대학생과 30대 직장인들을 대상으로 온라인 쇼핑몰의 다크패턴 경험정도, 다크패턴 인지 이후 소비자 태도, 브랜드 신뢰, 지속이용의도의 관계를 분석하고자 하였다. 설문조사 결과 남성과 여성은 다크패턴을 인지하는 비율과 다크패턴 인지 이후의 소비자 태도에 있어서 차이가 있었다. 또한, 브랜드 신뢰는 소비자 태도와 지속이용의도에 통계적으로 유의한 영향을 미치며. 소비자 태도는 브랜드 신뢰와 지속이용의도의 관계에서 매개효과를 나타냈다. 그러나 경험 수준은 브랜드 신뢰와 소비자 태도의 관계에서 조절효과를 나타내지 않았다.

Keywords

Acknowledgement

이 논문은 2024년 국립공주대학교 학술연구지원사업의 연구지원에 의하여 연구되었음

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