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Online privacy has gradually become a concern for internet users over theyears as a result of the interconnection of customers devices with otherdevices supporting the internet technology. This research investigates anddiscusses the factors that influence the privacy concerns faced by onlineconsumers of internet services and the possible outcomes of these privacyconcerns on the African online market with Ghana being the primary focus.Results from this study indicated that only 10.1 percent of respondents feltthat the internet was safe for purchase and payment transaction in Ghana.However, respondents were willing to shop online if e-Commerce was the onlymeans of getting their products. Respondents also had a high sense of perceivedvulnerability and their perceived vulnerability to unauthorized data collectionand misuse of personal information could affect Ghanaian e-Commerce platformadoption. The perceived ability of users of e-Commerce platforms in Ghana tocontrol data collection and its subsequent use by other third parties was alsofound to negatively impact customers willingness to wholly transact and sharetheir personal information online. The perceived vulnerability was found to beaffected by the high levels of internet illiteracy whiles the perceived abilityto control the collection of information and use was influenced by both theinternet literacy level as well as the level of social awareness of theGhanaian internet consumer.

Ghanaian Consumers Online Privacy Concerns: Causes and its Effects on E-Commerce Adoption