Various embodiments of the present disclosure relate to an electronic device and a method for executing content by using sight-line information thereof, the electronic device comprising: a display; a sight-line tracking module; a memory storing at least one command; and at least one processor operatively coupled with the display, the sight-line tracking module and the memory. The at least one processor is configured to: on the basis of execution of the at least one command, control the display to display at least one content, and identify one content that a user stares at among the at least one content, based on user's sight-line information tracked through the sight-line tracking module, and in response to a sight-line movement on the identified content being sensed, display, on the display, a dynamic user interface (UI) that is dynamically varied according to the sight-line movement, and in response to a path of the user's sight-line movement satisfying a pre-selected condition, execute the identified content. Other various embodiments are also possible.