Způsoby ovlivňování uživatelů mobilních aplikací

This bachelor thesis explores the ways in which mobile applications are able to influence their users, focusing on gamification and Dark Patterns. It also focuses in detail at the link between gamification and monetization and whether these links are present in apps. Finally, it aims to find out whether apps influence elements that appear random to influence its users. The theoretical part presents in detail the gamification elements and types, monetization methods and types of Dark Patterns found on the Internet and in video games. In the practical part, three applications, Duolingo, Forest and Candy Crush Saga, are observed and tested, to answer hypotheses. First, the gamification features and Dark Patterns found in the apps were identified. Next, the analysis revealed that apps that use gamification elements have them tied to monetization elements, and these ties are described. Finally, an experiment on random elements is conducted. Daily tasks are observed for Duolingo and Forest, and Booster Wheel and Levels for Candy Crush Saga. It was found that apps use both Dark Patterns and gamification, and use the latter in conjunction with monetization. It was also found through observation that apps that offer seemingly random elements modify these elements, most often to increase the amount of time spent on the app. The main contribution of this thesis is to establish a foundation for further research into mobile applications that use gamification and Dark Patterns, and the ways in which they influence users. Although the observation demonstrated modification of random elements, the observation was only superficial, and further more in-depth study for individual apps is needed. For that study, this work can again serve as a foundation.