Provided is a method that enables a user terminal to receive a list of services associated with Global Standard #1 (GS1) code information from an Object Name Service (ONS) server based on data that includes GS1 code information received from a beacon device, and to receive a desired service from a service provider server. The user terminal requests the ONS server for a list of services associated with the GS1 code information based on the GS1 code information received from the beacon device, and generates and outputs the list based on information received from the ONS server. The user terminal receives information about a desired service from a service provider server in response to a selection of a user on the output list and provides the received information about the desired service to the user.