This study examines the impact of recommendation systems on user satisfaction, focusing on the psychological mechanisms underlying this relationship. The authors develop a moderated mediation model that considers the roles of a user's feeling state and shopping goal. Through a scenario-based experimental approach, the study tests three hypotheses: (1) the interaction effect between shopping goals and recommendation types (diversity and accuracy) on user satisfaction, (2) the mediating role of feeling right, and (3) the moderating role of user shopping goals. The results show that when a user's shopping goal aligns with the recommendation type (accuracy or diversity), user satisfaction is enhanced. Specifically, accurate recommendations trigger the activation of feeling right for goal-directed users, increasing satisfaction, while exploratory users experience psychological reactance, reducing satisfaction. The study provides insights for e-commerce websites to improve user satisfaction by aligning recommendations with user shopping goals and understanding the psychological mechanisms involved.This study examines the impact of recommendation systems on user satisfaction, focusing on the psychological mechanisms underlying this relationship. The authors develop a moderated mediation model that considers the roles of a user's feeling state and shopping goal. Through a scenario-based experimental approach, the study tests three hypotheses: (1) the interaction effect between shopping goals and recommendation types (diversity and accuracy) on user satisfaction, (2) the mediating role of feeling right, and (3) the moderating role of user shopping goals. The results show that when a user's shopping goal aligns with the recommendation type (accuracy or diversity), user satisfaction is enhanced. Specifically, accurate recommendations trigger the activation of feeling right for goal-directed users, increasing satisfaction, while exploratory users experience psychological reactance, reducing satisfaction. The study provides insights for e-commerce websites to improve user satisfaction by aligning recommendations with user shopping goals and understanding the psychological mechanisms involved.