An operation support apparatus includes: an operation record storage unit (303) in which an operation record of a user is stored; a target function candidate storage unit (309) which defines and stores target function candidates; an operation strategy determination unit (305) which determines that the user's operation strategy is an operation strategy which originates from content selection, in the case where the operation included in the operation record is a predetermined operation performed when the appliance is in a status in which content can be displayed or selected; a target function inference unit (308) which infers the target function according to a method suited to the operation strategy determined by the operation strategy determination unit (305); and an operation support determination unit (310) which determines an operation support method for the user, using the inferred target function.