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A research aimed at classifying comments in online shops based on contents. Data were collected from nine real online shops (include 6 B2C online shops and 3 C2C ones), while 904 comments were used in the final. Method mainly used is grounded theory which belongs to qualitative research. Results show the comments in online shops can be classified into four categories, nine factors, and they are: service (includes 3 factors: customer service, logistics and packaging, post-sales service and problem solving), Product and price (includes 2 factors: product, price and payment), Author self-display (includes 2 factors: background describing, sensation) and post-sales action (includes 2 factors: action, suggestion). Besides, results also show there are some relationships within the categories of comments and the types of online shops (B2C vs. C2C), published areas of comments, and types of products commented. Findings tell both online retailers and product producers should pay attention to the advices and items written in comments system of online shops, try hard to mine useful knowledge and discover shortages, so as to improve their services or products effectively.
Date of Conference: 20-22 Sept. 2009