ON-LINE INFORMATION PROVIDING SCHEME FEATURING FUNCTION TO DYNAMICALLY ACCOUNT FOR USER'S INTEREST

An on-line information providing scheme capable of dynamically accounting for user's interest with respect to information and providing appropriate information presentation according to the user's interest. An information provider device updates the information attribute value of the specified information and a user attribute value of the user by reflecting the information attribute value and the user attribute value with each other so as to dynamically update the user's interest and an information characteristic of the specified information, and selects a first set of information according to the user's interest by matching an updated user attribute value with the information attribute value of each information, and a second set of information according to the user's interest by matching an updated information attribute value of the specified information with the information attribute value of each other information. The specified information and an information list containing at least one of the first set of information and the second set of information are then transmitted from the information provider device to the information user device.