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Reputation of web service is very important for service discovery and selection. Currently, the research on reputation of web service is mainly based on the results of reputation of E-commerce. Consequently, some characteristics of web service are not considered deliberately. In the paper, we propose a novel model for web service reputation measuring based on QoS consistency (conformance), considering computer-appreciable, hierarchical and dynamic characteristics of quality of service (QoS) of web service. We design corresponding upper and lower QoS ontology for computing QoS consistency of factual value with advertised value automatically. The QoS consistency computing algorithm support hierarchical QoS item consistency computing. QoS consistency is used as base of reputation measurement. Moreover, evolution trend and fluctuation of QoS consistency are considered in proposed reputation measurement algorithm through forgetting factor and fluctuating factor. Experiments show that the model is flexible and practical.