Personalized recommender system presents products to online shoppers in certain order of personal interest or possibility of purchasing based on shoppers online data, which has become an essential feature in every e-commerce website. The purpose of recommender system is to assist users’ online shopping, however, different users show different attitudes towards recommendations and rely on different shopping cues. What reason leads to the difference on the perception and the outcome of recommendation among users is the main question of this thesis. Various research show that regulatory focus is an important variable that affect persuasion. When the cues of a message accord with the regulatory focus of a message recipient, the regulatory fit effect arises with an enhanced effect on persuasion. The recommender systems may convey regulatory cues when presenting products to the users, and these cues influence the effect of recommendation. In two laboratory experiments we test the premise that different recommender systems convey cues of different regulatory foci. When the recommender accords to the motivational orientation of the user, the users experience regulatory fit which improves the perception of recommendations, shifts product preference, eases choice, and enhances the estimated value of the product. Study 1 used a 2 (regulatory foci: promotion-focused vs. prevention focused)×2(recommend method: personalized recommendation vs. best-seller recommendation) two-factor between-subject block design, collected product preference data and measured the perception of recommendation from 48 student participants. Result showed that the perception of recommendation was influenced by regulatory focus of the participants and recommend methods. For promotion-focused individuals, the perception of personalized recommendations were better than best-seller recommendations, while for prevention-focused ones, best-seller recommendations were perceived similarly to personalized recommendations. Study 2 used a 2(regulatory foci)×2(recommender explanations) randomized full-factor between-subject design, measured product preference data, the perception of recommendation, perceived decision difficulty, decision confidence and estimated value of the chosen product from 42 student participants. The results reconfirmed that the difference of the perception of recommendations were related to regulatory focus. The regulatory fit effect promoted the preference of the recommended products, the perception of recommender system, and the estimated value of the chosen product. These results demonstrated that personalized recommendation related to a promotion focus and best-seller recommendations related to a prevention focus. It is the regulatory fit effect that leads the difference on the perception and outcome of the recommendation when recommend method fits to user’s regulatory focus.