Herein disclosed an information processing apparatus for providing a service of introducing, from a predetermined item which is to make a reference, associated items associated with the reference item to one or more different information processing apparatus, including: an association degree collection section configured to collect association degrees applied between items by users of the different information processing apparatus and indicative of weights of a relationship between the items; and an introduction section configured to determine the associated items from the reference item based on a result of the collection by the association degree collection section and introduce the determined associated items to any of the different information processing apparatus.