Abstract: On the basis of consumers'online comments, the major concerns of consumers about domestic e-cigarettes (e-cigs) were studied with text mining technology, and their consuming behaviors were analyzed by categorized main ideas expressed in the comments after establishing a topic model. The results showed that:1) The product featured that consumers concerned most were the oral feeling, overall quality of e-cigs and e-liquids. 2) Pleasant vaping experience, the similarity to traditional cigarettes'taste, the stability and safety of e-cigs, e-liquid leakage and the amount of aerosol vaporized by atomizer were the main topics in the comments. 3) The consumers who preferred big-sized e-cigs (battery power ranged from 30 to 220 W) paid more attention to the atomization performance, the consumers who preferred small-sized e-cigs (battery power lower than 30 W) pursuing better oral sensation. 4) The comments covered six categories of topics, including purchasing preference, potential buying intentions, the cohorts of vapors, the factors influencing product satisfaction, and other consuming behaviors. These findings provide references for the design and optimization of e-cigs.