An electronic device that includes a communication module and a processor operatively connected to the communication module to exchange data with an external electronic device through the communication module is provided. The processor generates user data and a user profile based on collected user information related to a plurality of items, receive learning information data related to the plurality of items from the external electronic device, generate user learning data by applying the learning information data to the user data, learn a user preference pattern based on the user learning data, update the user profile based on the learned user preference pattern, and receive recommended item data from the external electronic device based on the updated user profile.