In this study, we aimed to identify the success factors of recommendation services that affect online shopping satisfaction and loyalty. Based on literature review, we identified nine preliminary success factors: personalization, freshness, unexpectedness, variety, reliability, usefulness, discoverability, popularity, and ease of use. Then we collected and analyzed a total 473 data from Korea and China, and further compared the results of cultural differences between the two countries. The results of the analysis are as follows: First, personalization, variety, usefulness, and ease of use were found to be common success factors in terms of satisfaction and loyalty, while unexpectedness, reliability, and popularity were not. Second, the success factors of recommendation services differed in both countries due to cultural differences between Korea and China. In particular, in Korea, only ease of use of recommendation services can directly affect loyalty, so it is difficult for recommendation services alone to lead to continuous purchase behavior among consumers. The results of this study can be used as an empirical basis for global expansion strategies of Korean and Chinese online and mobile e-commerce platforms that want to expand their sales networks to neighboring countries.