Impact of Data Privacy on Online Consumer Behaviour Among Undergraduates of Bayero University Kano, Kano State (a Case Study of Jumia and Konga)

Student: Habilu Adeiza Ilyas (Project, 2025)
Department of Cyber Security
Bayero University, Kano, Kano State

Abstract

This study aims to examine the impact of data privacy concerns on consumer behavior in Nigerian e-commerce, with a focus on understanding the factors influencing trust and adoption.
A mixed-methods research approach was employed, incorporating both quantitative surveys and qualitative interviews. The study utilized a structured questionnaire administered to 160 respondents, alongside in-depth interviews with key stakeholders in the e-commerce sector.
Findings reveal that data privacy concerns significantly influence consumer behavior, with trust in e-commerce platforms serving as a mediating factor. The study identified key determinants of trust, including transparency in data policies, cybersecurity measures, and adherence to regulatory frameworks such as the Nigeria Data Protection Regulation (NDPR).
Based on these findings, the study concludes that strengthening data privacy protection is crucial for sustaining e-commerce growth in Nigeria. Key recommendations include improving cybersecurity infrastructure, enforcing stricter data protection laws, enhancing consumer awareness of privacy rights, and promoting transparency in e-commerce practices. The study contributes to the growing body of knowledge on e-commerce and data privacy in emerging markets, providing insights for policymakers, businesses, and consumers.

Keywords
impact privacy online consumer behaviour undergraduates bayero university state jumia
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