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online reputation system plays an important role in building consumer trust to online life merchants and the online rating is one of the most important factors to be successful for them. The new reputation dimension is explored by applying content analysis on the basis of the large number of customer comments collected from the website (www.koubei.com). And then the linear regression and linear regression with quadratic are conducted to find out the effect and marginal effect of reputation dimension on merchants by use of content analysis. This research provides a new perspective to explore online reputation system. From a practical perspective; it also provides decision support to the manager of online reputation system and online life netrepreneurs.