ELECTRONIC DEVICE FOR RECOMMENDING CONTENTS

An electronic device in various embodiments may include: a communication circuit configured to communicate with an external electronic device; a memory configured to store user reaction data indicating reactions to contents for users and biostatistic data for users; and a processor connected to the communication circuit and the memory, wherein the processor is configured to: calculate preference values for contents, to which users have reacted, for users using the user reaction data; predict preference values for contents, which have not been exposed to users, for users using the calculated preference values; generate profiles related to states or activities for users using the biostatistic data; calculate reliability values for the generated profiles; calculate relevance values indicating degrees of relevance between profile types and contents based on the calculated preference values, the predicted preference values, and the calculated reliability values; select, from among contents which have not been exposed to a user selected from among the users, a content to be recommended to the selected user based on the predicted preference values; select, as a profile for generation of a recommendation reason, at least one of profiles of the selected user based on reliability values for the profiles of the selected user and relevance values between the recommended content and the profile types; and control the communication circuit to transmit the selected profile and the recommended content to an external electronic device of the selected user.