Akinleke Yetunde Omolara & Jegede Oluwatosin Wuraola

This study investigates the effects of digital psychology on consumer online buying behavior, focusing on web design/user experience and social proof. Using a descriptive survey research design, data was collected from 380 respondents in Ilaro, specifically Jumia e-commerce users. Regression analysis with Structural Equation Modeling revealed that web design/user interface positively and significantly influenced online consumer buying behavior (β=0.461, C.R.=5.266, ***), as did social proof (β=0.437, C.R.=4.008, ***). The squared multiple correlation of 0.545 indicates that 54.5% of the variance in online consumer buying behavior can be explained by the two variables. The findings underscore the importance of a well-designed website with a positive user experience and the use of social proof in shaping consumer behavior. To thrive in the competitive online marketplace, businesses should prioritize these elements and conduct regular A/B testing (comparing two versions of a web page or app to see which one performs better) for continuous improvement. This research offers valuable insights for online retailers seeking to optimize user experience and enhance consumer engagement.  0150