The digitalisation of commerce has introduced the phenomenon of dark pattern marketing, which manipulates consumer decisions through strategic interface design. This research explores the implementation, perception, and ethical implications of dark patterns on the Shopee platform for university students in Makassar City, who are active digital consumers. Using a descriptive qualitative approach with semi-structured interviews of ten active Shopee-using students, the study identified six dominant dark pattern categories: false urgency, hidden costs, forced continuity, confirm shaming, trick questions, and obstruction. Findings show false urgency is the most prevalent tactic, affecting all participants and creating a ‘fear of missing out’ that drives impulsive purchases.
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Ethical Analysis Of Dark Pattern Marketing On The Shopee E-Commerce Platform Among University Students In Makassar City
Findings show false urgency is the most prevalent tactic, affecting all participants and creating a ‘fear of missing out’ that drives impulsive purchases and affirms that dark patterns are not merely a technical issue but a business ethics problem threatening the sustainability of the e-commerce ecosystem.