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http://dx.doi.org/10.14400/JDC.2020.18.10.239

The Arms Race on the Road: Exploring Factors of SUVs' Popularity by LDA Topic Model  

Jeon, Seung-Bong (School of Liberal Arts, Korea University of Technology & Education)
Goh, Taekyeong (Department of Sociology, Sogang University)
Publication Information
Journal of Digital Convergence / v.18, no.10, 2020 , pp. 239-252 More about this Journal
Abstract
By using text mining, we explore the factors responsible for an increase in SUV preference. We collected 32,679 posts related to SUVs from "Bobaedream," the largest online automobile community in South Korea, and applied the LDA topic model. While previous studies have explained the SUV boom as an individual's risk aversion strategy from crime, the result shows that the topic of 'Safety' appears to be an important factor in the SUV discourse in the context of a car accident and high-speed driving situation. To conclude, the consumption of SUVs in Korean society serves as a mean to prevent anxiety and danger to individuals when driving. We insist that decreasing social trust, caused by an increase in inequality, underlies the perception of risk on the road.
Keywords
SUV; LDA topic model; text mining; social trust; safety;
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