Impact of dark patterns on consumers’ perceived fairness and attitude: Moderating effects of types of dark patterns, social proof, and moral identity
September 11, 2025
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Academic Scholar
This study explores the prevalence of deceptive dark patterns in online travel agencies (OTAs) and their impact on consumer fairness perception and attitude toward OTAs. It examines how social proof and moral identity moderate the relationship between dark patterns and consumer responses, showing that negative social proof amplifies the impact of deception under low stock messages.
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