Abstract
In a period when digital transformation continues to redefine traditional service industries, the funeral insurance sector remains one of the least explored in terms of mobile application integration. However, with increasing demand for convenience, personalisation, and digital access, especially among the millennial generations, there is a growing opportunity for mobile technology such as mobile apps to play a pivotal role in reshaping how funeral services are planned, accessed, and experienced. This research investigates the factors influencing millennials’ intention to adopt a mobile funeral application, focusing on a comprehensive set of behavioural, emotional, and technological constructs. The study aims to bridge the gap between technology adoption theories and the practical application of digital tools in a highly sensitive and emotionally driven context. The primary objective of this study is to examine how millennials, a tech-savvy and value-driven generation, perceive and respond to a mobile funeral app based on constructs such as perceived risk, perceived ease of use, perceived usefulness, trust, attitude towards using the app, perceived value, satisfaction, social image, and intent to adopt. Millennials, who are increasingly responsible for managing end-of-life arrangements for older family members, present a crucial demographic whose adoption behaviours could significantly impact the future of digital services in the funeral industry.
The conceptual framework underpinning this study is informed by a combination of well-established theoretical perspectives, including Social Exchange Theory (SET), Customer Behaviour Theory (CBT), the Theory of Reasoned Action (TRA), Relationship Marketing Theory (RMT), the Technology Acceptance Model (TAM), and Social Cognitive Theory (SCT). In addition to these foundational theories, the framework incorporates supplementary constructs derived from the service marketing and trust literature, offering a comprehensive basis for understanding the dynamics explored in this research. By integrating these models, the research presents a robust, multi-dimensional approach to understanding adoption behaviour in a context marked by emotional sensitivity and cultural significance. A quantitative research methodology was employed to gather empirical data. A structured online questionnaire was developed and distributed to a representative sample of millennial respondents aged between 28 and 44 years. Participants were provided with a
v
scenario and brief demonstration of a hypothetical mobile funeral app to ensure contextual understanding. A total of 483 valid responses were collected and structural equation modelling (SEM) was conducted to test the hypothesised relationships among the variables.
The analysis revealed several key findings. Perceived usefulness and perceived ease of use were found to exhibit a strong positive influence on attitude towards making use of the mobile which, in turn, significantly predicted intention to adopt. Trust emerged as a critical mediating variable, heavily influenced by perceived risk and perceived usefulness. High levels of perceived risk negatively impacted trust and adoption intent, indicating the importance of privacy, security, and credibility in mobile funeral app design. Conversely, when users perceived the app as trustworthy and valuable, their likelihood of adoption increased substantially. Perceived value and satisfaction were also found to be important predictors of intention to adopt, suggesting that millennials place a high premium on receiving meaningful, efficient, and emotionally resonant services from digital platforms. Although not the most significant predictor, social image demonstrated a moderate influence, suggesting that social norms and the desire for peer acceptance can impact the adoption of unconventional or emerging technologies, even within a traditionally solemn context such as funeral planning.
The findings of this study hold important implications for technology developers, funeral service providers, and marketing professionals seeking to introduce digital innovations into traditionally conservative service industries. To foster greater adoption among millennials, it is essential to design mobile funeral apps that emphasise ease of use, practical utility, emotional sensitivity, and above all, trustworthiness. Transparent policies, user education, and collaboration with established funeral service providers can help to mitigate perceived risk and enhance user confidence. This study adds to the limited academic literature on mobile technology adoption in the funeral industry, offering novel insights into consumer behaviour in emotionally complex contexts. By focusing on millennials, the research underscores the evolving expectations of younger generations regarding how they engage with end-of-life services and the role of technology in facilitating those experiences. Future research may extend this study by exploring cross-generational
vi
differences, cultural factors, and longitudinal patterns of adoption behaviour in this emerging domain.
The successful adoption of a mobile funeral app by millennials is influenced by a constellation of cognitive, emotional, and social factors. Understanding these dimensions provides a valuable foundation for designing meaningful, respectful, and user-centred digital funeral services that align with modern values and technological expectations.