CONFIRMSHAMING IN E-COMMERCE WEBSITE POP-UP MESSAGES FROM THE VIEWPOINT OF RELEVANCE THEORY = CONFIRMSHAMING IN E-COMMERCE WEBSITE POP-UP MESSAGES FROM THE VIEWPOINT OF RELEVANCE THEORY

This thesis aims to investigate confirmshaming in e-commerce website pop-up messages using Relevance Theory by exploring how users perceive and respond to these messages and identifying the factors that influence their relevance perceptions. The study used a qualitative approach and employed thematic analysis to examine responses from a questionnaire given to online shoppers aged 18-64. The findings reveal that most users perceive confirmshaming negatively, feeling disrespected by the guilt-inducing language in the "No" options, which often results in a negative impression of the website and a desire to leave. However, some users find these messages casual, funny, and interesting, leading to a more positive response. The relevance of confirmshaming messages in e-commerce website pop-up messages is influenced by the balance between processing effort and cognitive effects, with less effort and greater benefits perceived as more relevant. Experienced users often see the strategy as manipulative, while less experienced users may respond positively. Contextual factors, such as user goals and offer value, also shape responses. The study suggests that e-commerce sites should use clear and respectful communication to enhance user experience and protect brand reputation.

Keyword : Confirmshaming, E-Commerce, Relevance Theory, User Experience, Cyberpragmatics, Deceptive Pattern