An incentive provision system that contributes to expanded sales of a content service and includes a user terminal and a provision device. The provision device receives, from the user terminal, request information for requesting incentive information relating to the content service. If the request information is valid, then the provision device provides the incentive information to the user terminal. A user of the user terminal enjoys using the incentive information provided from the provision device, which, in turn, motivates the user to receive the content service.