Abstract: Domain name resolution is a foundation of the Internet, yet there is still no appropriate reputation evaluation mechanism for it. Considering the complexity of domain name service and the pervasiveness of malicious attacks, a customized reputation evaluation mechanism for domain names was presented. The main contributions are: (1) a domain reputation evaluation framework based on multi-index evaluation; (2) a variety of mechanisms that resist malicious attacks and improve the precision and adaptability of the reputation computation model; (3) theoretical support for users to choose their desired service with improved experience, taking into account the users’ personal preferences. Results show that the proposed customized mechanism can accurately reflect the reputation of domain names, fight against malicious evaluation attacks and improve user satisfaction.