In accordance with the technique described herein, a home shopping content suitable for a specific viewer can be dynamically selected and provided using a product classification group of interest extracted based on the time at which a viewer selects a home shopping channel and the time at which the viewer leaves the home shopping channel. In particular, since the product classification group of interest can be extracted using an interest index calculated based on a bounce rate defined according to the technique described herein, the more personalized home shopping content can be provided to the viewer.