Generation Z: Correlation of Gender, Information Source, and Visit Frequency to Egress Wayfinding Strategy

Abstract

A shopping mall is one of the most favorite places to hang-out for the young generation; especially Generation Z. Generation Z has its characteristic of shopping behavior due to digital technology development. It affects their perception of their environment and then influences their way of choosing information from a building to solve specific tasks. This paper investigates the correlation of gender, information source, and visit frequency of Generation Z to their egress wayfinding in the real-world scenario. Their shopping experience preferences have an essential role in constructing the egress decision-making process' attributes. The research used a qualitative approach by conducting a semi-structured interview with 70 student-consumers in a shopping mall located around school and housing estates in the Southern Bandung. Participants were asked about their preferences and perception of the building. Then, they performed their egress wayfinding in evacuation scenarios and answered questions about the reason for route choice and aids from the environment. The findings show a strong correspondence between Generation Z's characteristics and their evacuation egress strategy. The study emphasizes the importance of understanding Generation Z's shopping behavior to design shopping experiences that help visitors orient themselves in the building, especially in an evacuation situation.