Online stores currently use recommendation systems (RSs) quasi-universally to provide their customers with added value and increase their profits, thus reshaping the world of e-commerce. RSs, however, depend on the availability of e-commerce user data to be effective. Nevertheless, data privacy regulations are increasingly becoming more restrictive and e-commerce users more aware of and concerned about their data being collected, stored, and processed for RSs. On the other hand, in the RSs context, there is currently a very limited understanding of e-commerce users' attitudes toward data privacy and of these attitudes' antecedents. This study examines the influence that an RS's perceived usefulness has on e-commerce users in terms of a specific RS collecting, storing, and processing their data. In addition, this study investigates the extent to which RSs' overall relevance for users depends on their perceived usefulness and users' degree of consent. We conducted an online survey of 597 e-commerce users, thereafter analyzing the data by means of partial least squares structural equation modeling (PLS-SEM). The results indicate that an RS's perceived usefulness positively and significantly influences the extent to which users consent to the RS's provider collecting and storing their data, which in turn also impact RSs' overall relevance for e-commerce users. The findings have practical implications for e-commerce industry players, as well as for national and international authorities responsible for online data privacy regulations

在线商店目前普遍使用推荐系统（RSs）为客户提供增值并增加他们的利润，从而改变了电子商务的世界。但是，RS取决于有效的电子商务用户数据的可用性。然而，数据隐私法规变得越来越严格，并且电子商务用户越来越意识到并关注其数据为RS收集，存储和处理。另一方面，在RS的背景下，当前对电子商务用户对数据隐私的态度以及这些态度的前因的理解非常有限。这项研究从特定的RS收集，存储和处理其数据的角度，研究了RS的感知有用性对电子商务用户的影响。此外，这项研究调查了RS对用户的整体相关性在多大程度上取决于他们所感知的有用性和用户的同意程度。我们对597个电子商务用户进行了在线调查，然后通过偏最小二乘结构方程模型（PLS-SEM）分析了数据。结果表明，RS的感知有用性并显着影响用户同意RS的提供商收集和存储其数据的程度，这反过来也影响RS对电子商务用户的整体相关性。这些发现对电子商务行业参与者以及负责在线数据隐私法规的国家和国际机构都具有实际意义。同意程度。我们对597个电子商务用户进行了在线调查，然后通过偏最小二乘结构方程模型（PLS-SEM）分析了数据。结果表明，RS的感知有用性并显着影响用户同意RS的提供商收集和存储其数据的程度，这反过来也影响RS对电子商务用户的整体相关性。这些发现对电子商务行业参与者以及负责在线数据隐私法规的国家和国际机构都具有实际意义。同意程度。我们对597个电子商务用户进行了在线调查，然后通过偏最小二乘结构方程模型（PLS-SEM）分析了数据。结果表明，RS的感知有用性并显着影响用户同意RS的提供商收集和存储其数据的程度，这反过来也影响RS对电子商务用户的整体相关性。这些发现对电子商务行业参与者以及负责在线数据隐私法规的国家和国际机构都具有实际意义。感知的实用性对用户同意RS的提供者收集和存储其数据的程度产生了积极且显着的影响，这反过来也影响了RS对电子商务用户的整体相关性。这些发现对电子商务行业参与者以及负责在线数据隐私法规的国家和国际机构都具有实际意义。感知的实用性对用户同意RS的提供者收集和存储其数据的程度产生了积极且显着的影响，这反过来也影响了RS对电子商务用户的整体相关性。这些发现对电子商务行业参与者以及负责在线数据隐私法规的国家和国际机构都具有实际意义。