An object of the present invention is to infer a user's preference or profile with a good precision.A user preference inferring apparatus 100 includes a receiving means 2 which receives information related to an article from a tag attached to the article, an article name determining means 3 obtaining an article name of the article on the basis of the information related to the article received by the receiving means 2, and a preference determining means 4 which infers a user's preference on the basis of the information related to the article received by the receiving means 2. On the basis of the article name obtained by the article name determining means 3, the preference determining means 4 obtains preference information corresponding to the article name from a database that stores the article name and the preference information corresponding to the article name, and determines the user's preference.