Digging up the acceptance factors of QR codes on graves

Although QR codes have gained importance in many settings since the COVID-19 pandemic, there is little research on this technology in the sensitive context of digital memorials. Based on the Technology Acceptance Model (TAM) extended to five variables – three dedicated to the benefits of the technology (perceived information quality, perceived interactivity, compatibility) and two other individual variables related to emotions (curiosity and anticipated guilt), this article analyzes the acceptance factors of QR codes on graves. The influence of moderating variables (age, gender, affective intimacy, country, and religion) is also investigated. A quantitative study was carried out with 376 participants in two Western countries (France and the United States of America). The results show that the benefits of the technology and curiosity strongly influence user acceptance of QR codes on graves. While age and religion have a moderating effect between technological benefits and TAM as do gender, affective intimacy and country, the latter three variables have also a moderating effect on the link between individual variables and TAM. Analyzing QR codes on graves is therefore essential for understanding user behaviour, targeting potential customers, and developing offers for this solution as part of the digitalisation of funeral services.