I'm not familiar with Asus and the F9 key, but F8 will get you to Windows Safe Mode, where you can access the troubleshooting tools (and recovery) - will that help?
That is not a reinstall, that's recovery to Factory Condition which is a crappy install especially on Asus which as poorly written OEM utilities that duplicate better versions built into Win7.
I would instead do a Clean Reinstall Windows 7 which compiles everything that works best in tens of thousands of installs we've directly helped with here and which has been used by 1.5 million consumers without a single complaint.
If you know you're using the correct Recovery key shown in the Manual for your model on the Asus Support Downloads webpage and it still won't start Recovery, then here is a method to Boot Recovery Partition using EasyBCD