隨著科技技術的興起，使用網站和行動應用程式的人數已是相當普遍，而為了要讓使用者能更輕鬆地操作介面以及瀏覽資訊已成為重要的目標。使用者介面設計師為了提高使用者的體驗，會以使用者的需求以及目的來有效地影響行為。但隨著時間的發展，開始有不當手法在產品介面設計上加上一些手段和技巧去操縱使用者，稱之為暗黑模式(Dark Patterns)。
過去有關暗黑模式的探討較多是使用者是否意識到以及感受為何，較少有針對在網路購物中接觸到暗黑模式的情緒與購買意圖之影響因素，故本研究透過使用S-O-R模型與PAD情緒量表為基礎，結合建立虛擬購物網站「Bread-ade麵包小憩」探討暗黑模式、情緒、購買意圖以及教育程度與年齡之調節效果關係。
本研究使用實驗設計與問卷調查法進行研究的分析，結果發現暗黑模式裡的鬼鬼祟祟、誤導、阻礙以及強制行動皆會降低消費者整體情緒狀態，而當消費者感到負面的情緒時，皆會讓消費者感到不想購買以及產生趨避行為。而在教育程度與年齡之調節效果關係，教育程度越高，暗黑模式之阻礙對於情緒的愉悅度影響是較低的，而年齡的調節部分皆不會讓暗黑模式對情緒之有所影響。最後會根據本研究的結果提出實務上的建議，希望對於未來有意願探討暗黑模式的學者或者企業有所幫助。

With the advance of science and technology, there are a lot of people using websites and mobile applications, and this situations are be common in global. In order to make it easier for users to use the user interface and browse website’s informations has become an important target. So as to improve the user experience, the UI designer will design the demand of the user and effectively influence behavior. However, as time goes by, there are tricks used in websites and apps that make you do things that you didn't mean to, which is called Dark Patterns (Deceptive design patterns).
However, most of the studies related to the user’s felt and awareness about the Dark Patterns. There are few studies related to the effect of online website on consumer’s emotion and purchace intention. Therefore, this study uses the S-O-R model and PAD emotional scale as the basis of the conceptual framework, and through the virtual shopping website “Bread-ade麵包小憩” build to explores the Dark Patterns, consumer’s emotions, purchace intentions, and the moderating effects of education and ege.
This study is conducted in the laboratory with questionnaries. And in terms of academic contribution, the result on this study break the limitation of existing literature stating that only Sneaking, Misdirection, Obstruction and Forced continuity are lowered the overall emotional state of consumers, and when consumers had negative emotions, they all made the consumers unwilling to buy and had the avoidance behavior. About the moderating effects of eduction and ege, the result shows that the higher education had lower emotions influence of Obstruction. And the moderating effects of ege had not any affect the emotions. Finally, conclusions and suggestions were derived based on the laboratory with questionnaries. This result of this study can be useful to the company or research scholar desiring to explore Dark Patterns in the future.

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