Exploring User Intentions for Virtual Memorialization: An Integration of TAM and Social Identity in Immersive Environments

As immersive technologies reshape how people experience identity, emotion, and loss, virtual memorialization is emerging as an important application of virtual reality. This study examines the psychological mechanisms influencing user intentions to engage in virtual memorialization by extending the Technology Acceptance Model (TAM) to incorporate Avatar Attachment and Social Identity theories. A survey of 437 participants with diverse experiences in virtual worlds and memorial practices was analyzed using structural equation modeling. The results show that Avatar Attachment (AA) and Social Identity (SI) significantly predict perceived usefulness (PU), Perceived Role Importance (PRI), and behavioral intention (BI), with PU and PRI mediating these effects. Perceived ease of use (PEOU) directly influences both PU and BI. Furthermore, perceived human-likeness (PHL) moderates the effect of AA on PU, indicating that anthropomorphic avatars enhance the perceived emotional value of memorialization. However, PHL does not moderate the AA–PRI pathway, suggesting that the salience of avatars in mourning contexts relies more on narrative identity than visual realism. This research advances the application of TAM in immersive environments and contributes to digital thanatology by highlighting the interplay between identity, emotion, and technology. The findings provide design implications for creating user-friendly and emotionally meaningful virtual memorial platforms within emerging VR ecosystems.