1. An item recommendation method of an electronic device including a processor, the item recommendation method comprising: generating, by the processor, a rating matrix based on a relationship between a user and an item; wherein the rating matrix including rated items determined based on a post-use preferences, generating, by the processor, an observed pre-use preference matrix by changing the post-use preference for a rated item in the rating matrix; inferring, by the processor, a pre-use preference for a unrated item in the rating matrix; determining, by the processor, a pre-use preference matrix by applying the inferred pre-use preference for the unrated item into the observed pre-use preference matrix; and generating, by the processor, a zero-injected matrix using the rating matrix and the pre-use preference matrix in accordance with a set of rules, wherein a weight for a pair of a user and an unrated item are determined by using an one-class collaborative filtering (OCCF) method and generating singular value decomposition (SVD) model using weighted low rank approximation (wLRA) scheme to predict the pre-use preference matrix.