Impacts of Negative Network Opinion on the Purchase Intention of Driverless Cars from the Perspective of Moderating Effects of Mindfulness Intervention

Abstract

Abstract The popularization of social media has created a more complex network opinion environment, affecting people's consumption choices for emerging technical products. Compared to positive opinion, negative opinion has a more profound impact, and its impact mechanism has not yet reached consensus in the academia. As a concept of positive psychology and organizational behavior, mindfulness is manifested in the processing of information in the cognitive process, and it is considered to be the key to accept new technologies and experiences. Based on the Information Adoption Model and mindfulness intervention in the cognitive orientation process, this study explores the negative network opinion on driverless cars through empirical research method to analyze consumers' handling of negative information about emerging technical products and their purchase intention in the context of negative information. The research findings indicate that negative opinion does not always bring negative impacts. Under the stimulation of negative opinion, consumers will develop risk perception and activate defense mechanisms. Under the moderating effect of mindfulness, and defense by counter argument and source derogation, consumers will process the information rationally. This study provides a different perspective for exploring the impact mechanism of negative network opinion, expanding the concept of mindfulness model in technology adoption, and extending the boundary of research on mindfulness in cognitive orientation process from the perspectives of information dissemination and psychological intervention.