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