We investigated the impact of AI and human recommendation services on consumers' adoption intentions in online shopping malls, depending on the product type (utilitarian vs. hedonic). In the case of utilitarian products consumers use the AI recommendation service as much as the human recommendation services, on the other hand, in the case of hedonic products they use the human recommendation services a lot more. We tried to prove that self-referencing and social presence are psychological factors in the selection process. In self-referencing, the mediating effect of AI was found for utilitarian products, but only human mediation was found for hedonic products. In social presence, the mediating effect of human social presence was found for hedonic products, but not for utilitarian products. A sequential mediation effect was found between self-referencing and social presence in hedonic products, but only self-referencing mediated in utilitarian products. Implications and future research directions are discussed based on these results.