Abstract
Dark patterns, deceptive design practices employed on digital platforms, pose significant threats to user autonomy and privacy, particularly within the burgeoning e-commerce landscape. This study investigates the socio-technical drivers influencing user resistance to dark patterns and the subsequent adoption of privacy protection behaviors. Drawing upon the socio-technical systems theory and the privacy calculus framework, we propose a model that examines the interrelationships between perceived dark patterns, digital literacy, privacy concern, perceived self-efficacy, and dark pattern resistance behaviors. A quantitative research approach was employed, collecting data from 458 e-commerce users through an online survey. Structural Equation Modeling (SEM) was utilized to analyze the hypothesized relationships. The findings reveal that perceived dark patterns significantly heighten user privacy concern. Furthermore, digital literacy and perceived self-efficacy emerge as crucial antecedents, directly and positively influencing users' resistance to dark patterns and their engagement in privacy-protective actions. Privacy concern also plays a mediating role in this process. This research contributes to a deeper understanding of user behavior in ethically challenging digital environments, offering actionable insights for designers, policymakers, and consumer advocates aiming to foster a more transparent and user-centric digital economy.
