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Clustering of Dark Patterns in the User Interfaces of Websites and Online Trading Portals (E-Commerce)

Author

Listed:
  • Dmitry Nazarov

    (Department of Business Informatics, Ural State University of Economics, 620144 Ekaterinburg, Russia)

  • Yerkebulan Baimukhambetov

    (Head of the Institutional Effectiveness, Abai University, Almaty 050010, Kazakhstan
    DBA Program, Kazakh-British Technical University, Almaty 050010, Kazakhstan)

Abstract

dark patterns in the interfaces of users using sites and portals of online trading affect their behavior by companies that own digital resources. The authors propose to implement the detection of dark patterns on sites in user interfaces using cluster analysis algorithms using two methods for clustering many dark patterns in application interfaces: hierarchical and k-means. The complexity of the implementation lies in the lack of datasets that formalize dark patterns in user interfaces. The authors conducted a study and identified signs of dark patterns based on the use of Nelsen’s antisymmetric principles. The article proposes a technique for assessing dark patterns using linguistic variables and their further interval numerical assessment for implementing cluster data analysis. The last part of the article contains an analysis of two clustering algorithms and an analysis of the methods and procedures for applying them to clustering data according to previously selected features in the RStudio environment. We also gave a characteristic for each resulting cluster.

Suggested Citation

  • Dmitry Nazarov & Yerkebulan Baimukhambetov, 2022. "Clustering of Dark Patterns in the User Interfaces of Websites and Online Trading Portals (E-Commerce)," Mathematics, MDPI, vol. 10(18), pages 1-12, September.
  • Handle: RePEc:gam:jmathe:v:10:y:2022:i:18:p:3219-:d:907634
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    References listed on IDEAS

    as
    1. Dmitry Nazarov, 2020. "Causality: Intelligent Valuation Models in the Digital Economy," Mathematics, MDPI, vol. 8(12), pages 1-16, December.
    2. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
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    4. Fu Chen & Der-Jang Chi, 2015. "Application of a new DEMATEL to explore key factors of China’s corporate social responsibility: evidence from accounting experts," Quality & Quantity: International Journal of Methodology, Springer, vol. 49(1), pages 135-154, January.
    5. Rinat Zhanbayev & Saule Sagintayeva & Abildina Ainur & Anton Nazarov, 2020. "The Use of the Foresight Methods in Developing an Algorithm for Conducting Qualitative Examination of the Research Activities Results on the Example of the Republic of Kazakhstan," Mathematics, MDPI, vol. 8(11), pages 1-19, November.
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