With the rapid development of e-commerce and increased number of online transactions in the developing countries, consumer privacy has become an important issue for e-commerce adoption. Although the issue had been addressed in many previous studies, however, these studies were typically conducted in developed countries in different cultural and institutional contexts. The purpose of this paper is to provide a theoretical model of consumer online privacy concern and behavior intention to adopt e-commerce taking into the consideration of demographic, cultural, and institutional factors based on case analysis in a developing country.