The application provides a user interest data analysis and collection system which comprises: a session identification module, which is used for offline extracting log data and a merchandise purchase history record corresponding to the log data from a Web server, and for processing the log data, thereby generating a page browsing sequence reference set; a recommendation service controller which is used for collecting user's browsing record in real time; a log data pre-processing module which is used for, when predetermined conditions are satisfied, receiving the user's browsing log data in this session from the recommendation service controller, and for pre-processing the log data; and a match analysis module which is used for matching the pre-processed log data with the generated page browsing sequence reference set, and determining a set of merchandise that the user is potentially interested in, according to the matching result. The application also discloses a method of analyzing and collecting user interest data.