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With the continuous development of e-commerce, our society has transitioned from a mechanical era to an intelligent era. There have been many things that have subverted people’s traditional concepts, and they have also completely changed the way of life of modern people. Due to the development of e-commerce, people can enjoy the scenery and food from all over the world at home. Online shopping and online ticket purchase have greatly facilitated people’s lives and given people more choices. However, due to the excessive selection of things, there is also a phenomenon of information overload. Sometimes, it is difficult for people to find a product or content that they are very satisfied with. So, how to analyze people’s browsing behavior and predict what kind of content people want and how to push products on major websites have become a major issue facing major online companies. Based on this, this paper proposes an e-commerce intelligent recommendation technology based on the fuzzy rough set and improved cellular algorithm. It provides personalized recommendations for users based on their browsing history and purchase history. The research of this article is mainly divided into four parts. The first part is to analyze the status quo of technical research in this field. By analyzing the shortcomings of the existing technology, the concept of this article is proposed. The second part introduces the classic intelligent recommendation algorithm, including the principle and process of the fuzzy rough set and improved honeycomb algorithm, and analyzes the difference of various recommendation algorithms to illustrate the adaptability of each algorithm in practical applications and their respective advantages and disadvantages. The third part introduces an intelligent recommendation system based on fuzzy clustering, comprehensively analyzes the characteristics of users and commodities, makes full use of users’ evaluation information of commodities, and realizes intelligent recommendation based on content and collaborative filtering. At the end of the article, through comparative analysis experiments, the superiority of the intelligent recommendation system for electronic commerce based on the fuzzy rough set and improved cellular algorithm is further proved, and the accuracy of intelligent recommendation is improved.

Research and Implementation of Electronic Commerce Intelligent Recommendation System Based on the Fuzzy Rough Set and Improved Cellular Algorithm