KOREASCHOLAR

DARK PATTERNS - DARKER SIDE OF MARKETING IN ONLINE TRAVEL AGENCY WEBSITES

Woody G. Kim, Souji Gopalakrishna Pillai
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400637
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Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.33-42
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper presents comprehensive knowledge regarding dark patterns in OTA websites. The study further examines how hotels use dark pattern tactics as a marketing tool to influence consumers’ buying behavior in OTA websites by adopting stimulus-organism-response theory. The paper develops propositions and identifies potential moderators.

Keyword
dark patternnudge theoryscarcity effect
Table Content
ABSTRACT
INTRODUCTION
THEORIES OF DECEPTION
DARK PATTERNS IN OTA WEBSITES
DARK PATTERN TACTICS AND CONSUMER BUYING BEHAVIOR
PROPOSITIONS
POTENTIAL MODERATORS
CONTRIBUTION TO RESEARCH AND PRACTICE
REFERENCES
Author
  • Woody G. Kim(Dedman School of Hospitality, Florida State University, USA)
  • Souji Gopalakrishna Pillai(Dedman School of Hospitality, Florida State University, USA)