Disclosed is a preference-based service providing method for operating preference-based service providing system and device by executing an artificial intelligence (AI) algorithm and/or a machine learning algorithm in a 5G environment connected for the Internet of things. A preference-based service providing method according to an embodiment of the present disclosure may include acquiring user video information obtained by imaging a user who is using an electronic device, analyzing a preference of the user for a service provided by the electronic device on the basis of the user video information including a face image and a posture image of the user, setting a priority of the service provided by the electronic device on the basis of the preference of the user, and providing a recommendation list of services provided by the electronic device on the basis of priorities of the services.