Vpliv negativnih komunikacijskih vzorcev na uporabnike v poslovnih okoljih

Atanasova, Sara (author), Trček, Denis (mentor)

Namen diplomske naloge je raziskati prisotnost negativnih komunikacijskih vzorcev (angl. dark patterns) na spletnih mestih izbranih letalskih prevoznikov ter oceniti možnosti njihove samodejne zaznave z različnimi pristopi. Teoretični del temelji na obstoječi klasifikaciji negativnih komunikacijskih vzorcev in obravnava njihov vpliv na uporabnike ter podjetja. V empiričnem delu je izvedena primerjalna analiza ročne analize, analize z orodjem ChatGPT in lastno razvite razširitve za brskalnik. Vsaka metoda ima svoje prednosti in slabosti. V tej raziskavi se je kot najzanesljivejša izkazala ročna analiza, vendar je za najbolj celovite rezultate smiselno uporabiti kombinacijo različnih pristopov.

• Language: Slovenian
• Keywords: negativni komunikacijski vzorci, uporabniška izkušnja, e-poslovanje, zasebnost uporabnikov, zaupanje uporabnikov, blagovna znamka, strojno učenje, manipulativna praksa
• Work type: Bachelor thesis/paper
• Typology: 2.11 - Undergraduate Thesis
• Organization: FRI - Faculty of Computer and Information Science
• Year: 2025
• PID: 20.500.12556/RUL-172554
• COBISS.SI-ID: 249238275
• Publication date in RUL: 08.09.2025

Secondary language

• Language: English
• Title: The impact of negative communication patterns on users in business environments

Abstract

The purpose of this thesis is to research the presence of dark patterns on the websites of selected airlines and to evaluate the possibility of their automatic detection using various approaches. The theoretical part is based on an established classification of dark patterns and discusses their impact on both users and companies. In the empirical part, a comparative analysis of manual analysis, analysis with the ChatGPT tool, and a self-developed browser extension is performed. Each method has its advantages and disadvantages. In this study, manual analysis proved to be the most reliable, but a combination of different approaches is advisable for the most comprehensive results.

• Keywords: negative communication patterns, user experience, e-commerce, user privacy, user trust, brand, machine learning, manipulative practice