Abstract: The voltage sag mitigation equipment preference provides the foundation for user’s quality power supply investment decision. In allusion to the deficiency due to the fact that only single factor was considered during the assessment on the governance effect of mitigation equipment, the utility theory was adopted to describe the equipment attribute (EA) of mitigation equipment, meanwhile taking the severity of voltage sag and the load loss and the risk of economy loss caused by voltage sag as user characteristics (UC) the user demand was fully described. Finally, the Nested Logit model was utilized to analyze the influence of equipment attributes and user characteristics on the mitigation equipment preference. Results of computing example show that using the proposed method can effectively forecast the selection of user governance device, and it reflects the influence of different user characteristics on the selection of mitigation equipment. Using the proposed method the user’s preference can be quantitatively analyzed, so it has guiding significance for quality power supply investment decision.