Dark patterns, online reviews, and gender : a behavioural analysis of consumer decision making on TEMU in the e-commerce context

Abstract

This study investigates the influence of dark patterns, online customer reviews (OCRs), and gender on consumer trust, product evaluation, and purchase intention within digital marketplaces, using Temu as a case context. Drawing on Prospect Theory and Cognitive Load Theory, the research used a 2×2×2 factorial experimental design to examine how manipulative interface design and review presentation interact with user gender to affect decision making. Participants were exposed to different combinations of interface conditions dark patterns present or absent, reviews visible or hidden across multiple product types tailored to different gender identities. The study aimed to clarify how psychological cues and social proof influence trust-based behaviors, particularly in contexts where consumers face cognitive overload or ambiguous information environments.

The findings reveal that dark patterns did not uniformly reduce trust or purchase intentions; in fact, for some male oriented products, dark patterns increased recommendation likelihood, suggesting that urgency cues can act as persuasive heuristics. Online reviews, contrary to common assumptions, had no consistent positive impact and occasionally reduced perceived price fairness. Gender moderated several effects, with women expressing higher purchase intent for gender aligned products even when dark patterns were present. However, no significant three-way interaction among dark patterns, reviews, and gender were found. These results highlight the complexity of digital persuasion and suggest that the impact of interface manipulation is highly context dependent, reinforcing the need for ethical, transparent, and demographically aware e-commerce design practices.