The Impact of Online and Offline Shopping on Brand Equity among Gen Z

2026-06-11T06:54:53+00:00

This study explores the impact of online and offline shopping on brand equity among Generation Z, a demographic known for its digital nativity and unique consumer behaviors. The research investigates how these dual shopping channels contribute to key dimensions of brand equity. Using a quantitative approach with data collected from Gen Z consumers, the study applies structural equation modelling to assess the relationships between dimensions of online and offline shopping and brand equity outcomes. Out of the five hypotheses formulated, three of them were significant, while two of them were insignificant. The data collection took four months. Findings reveal that while both online and offline shopping positively influence brand equity, each channel plays a distinct role: online shopping enhances convenience, engagement, and digital brand presence, whereas offline shopping strengthens sensory and emotional connections through tangible experiences. The results emphasize the necessity for brands to develop seamless omni-channel strategies that cater to Gen Z’s expectations for authenticity, transparency, and social responsibility. This study contributes to academic literature by integrating multi-channel retailing perspectives with customer-based brand equity theory in the context of Gen Z, offering practical insights for marketers aiming to build resilient brands in evolving retail landscapes. A convenience sampling technique was deployed in the respondent’s selection.

Factors Influencing Generation Z’s Adoption of QR Code-based Mobile Payments in Emerging Economies

2026-06-05T08:22:14+00:00

This study intends to identify the factors influencing the intention to use QR payments for retail purchases by Generation Z in the emerging economy (Sri Lanka), incorporating the Mobile technology acceptance model (MTAM) as the basic theoretical framework of the study. The study follows a quantitative methodology using data collected from online surveys shared via social media platforms. The sample consists of 384 participants representing Generation Z in the Western Province of Sri Lanka. Quota sampling was the sampling technique used in this study. The hypotheses were tested via multiple regression analysis. Findings from the regression analysis exhibit that all the study contrasts, respectively, mobile usefulness, mobile ease of use, and perceived security, have a significant and positive influence on the intention to use QR payments. Thus, the hypotheses were supported. The study contributes to the literature by confirming the robustness of the MTAM model and identifying the drivers of Gen Z’s QR payment intention. It further emphasizes the importance of considering the impact of influential factors to leverage Gen Z’s QR payment intention in retail purchases, providing practical implications for the other participants in the QR payment ecosystem, especially for financial institutions. Future research is encouraged to focus on expanding the scope of the population and sample size and to incorporate new factors to the proposed conceptual framework to generate useful insights regarding the user acceptance of QR payment technology. They can also focus on studying other emerging payment technologies such as NFC-enabled payments.

Journal of Integrated Marketing Communications and Digital Marketing (p-ISSN: 3107-9172)

The Impact of Online and Offline Shopping on Brand Equity among Gen Z

Factors Influencing Generation Z’s Adoption of QR Code-based Mobile Payments in Emerging Economies