Chapter 1 draft

This study's main point is to emphasize the retail fashion merchandise sector specifically to understand the number of precise factors that influence the generation X's buying behavior. It will compare how brick and motor stores' shopping activities are commensurable to online shopping. This analysis is to discover different approaches in which fashion retailers in the United States malls can benefit by identifying the variables of online shopping behavior of Generation X consumers to enhance their operation. It will also include applying the findings' estimations to provide an accurate interpretation of how to gain a competitive advantage by reinventing their business model and product to encourage growth. This research paper's principal idea is to investigate consumer's shopping online activity by developing two proposition questions to fixate on generation X shopping performance. It will include conducting an overview of several peer review and theory to provide the academic guidance to apply the correct framework to identify gaps that pertain to conduct authentic research, which is the objective. The discoveries from the study's outcomes perhaps can recommend numerous innovations toward improving the retail merchandise sector's prospects' disclosures. 

The old economic system is going to a transformation due to an upsurge of technology innovation and globalization's renaissance. In recent years, the fashion industry has felt the economic conversion after NAFTA's ratification, where the majority of quota categories were eliminated, which made it more competitive commerce globally (Ross, 2016). Also, the economy functions with logistic integration have impacted how we purchase goods towards obtaining sustainable growth within the U. S. economy (bls.gov, 2015). Thus, many retail fashion businesses across U.S. malls are struggling to balance their operation to adopt the countless innovative technology of digital communication. It has impacted the retail fashion sector's process and profit across the board, which has resulted in many businesses ' profitability to decline. The influence of globalization is perpetuating technology to shift by the surge of integration of e-commerce and social media (Donthu and Gustafsson, 2020). Businesses must make comprehensive reform to remain viable and productive in this new economic era.

Fashion is a central part of every society as it forms a fragment of the core culture that allows expressing our styles that resonate with each generation's lifestyle experiences. Each particular group of the population has a unique identity (Oran, 2019). In addition to the cultural relevance of clothing, it is also essential since garments, in general, are part of the necessities of life, without which human survival can hardly be achieved (Sethi, Kaur & Wadera, 2018). Because of this fundamental relevance of clothing, fashion retailers need to identify the generational changes, which is a driving component of our economic growth and part of the vibrant social trends of American's lifestyles (Hurley, 2016). While fashion is a vital part of the American lifestyle experience culture, it reflects current events. The industry players cannot assume that these specific consumers will accept anything that is offered to them. Oran (2019) noted that most people exhibit a variety of seeking consumer behavior when it comes to fashion. The array of seeking consumer behavior is characterized by people wanting various styles, products, and services to fit their wants and needs to serve different purposes in their lives (Archbald, 2010). This demanding nature of the industry creates a competitive environment for all business owners, resulting in the need to use different marketing strategies to attract consumers and subsequently retain them. Along with the surge of innovation, fashion retailers need to reassess their approach to e-commerce by changing their business models to accommodate these challenges. According to De Villiers, Chinomona, and Chuchu (2018) emphasized that at the heart of any marketing strategy is to recognize the active part of change management is the necessity to know and understand consumer preferences. Also, to identify the needs and ways to use such preferences for constancy to maximize growth and retain and gain new customers. Based on that premise, the dissertation research questions' topic is to understand what generation of generation is leading the e-commerce shift by studying their online purchase.

Generation X has been selected for the topic because they form a strategic part of the popular consumer acting as a not-the-too-old and not-the-too-young sample. Therefore, they represent characteristics that can be associated with other generations before and after them (Ladhari, Gonthier & Lajante, 2019). Online shopping has also been included in the topic because the covid-19 pandemic has amplified the need for digitized approaches to commerce that relies less on physical contacts (Donthu and Gustafsson, 2020). The selected topic is "How e-commerce consumer shopping behavior among generation X shoppers affecting U.S. mall's retail fashion viability." This topic has been set directly to the background provided above on the need for business owners in the fashion industry to know and understand consumer preferences to use such discretions to maximize growth. The new epidemic global economic crisis of COVID- 19, resulting in a stay-at-home policy by government mandate, alters shopping behavior to increase online shopping. Meanwhile, because the fashion industry is vast and expansive, any significant attempt to know and understand consumer behavior can best be achieved if there is proper market segmentation (Vasiliu, & Mihai, 2015). For this reason, the topic has been delimited to generation X shoppers, retail fashion, and online shopping.

Problem Statement

The problem to be addressed by this study is the exploration of how fashion retailers in the United States can take advantage of Generation X shoppers' online shopping behavior, which can perhaps determine how to exploit the information to increase their productivity. Over the years, the fashion retail market witnesses several changes in technology, trends, fashion, living style, and income disposable to consumers (Muhammad et al., 2018). The changes are the reason for varied behavior patterns within the customers, especially while shopping. The study of consumer shopping behavior is essential in attracting new consumers and providing the necessary research discoveries for innovation to remain competitive and vital in the fashion industry (Pandey, 2019). Subsequently, to ensure that existing consumers remain loyal, their needs are being fulfilled by future products and services (Patten, Ozuem, Howell, & Lancaster, 2020). Identifying the question's rationality by creating a well-defined problem statement can provide an outline of clarity towards developing a constructive and cohesive dissertation formation. According to Bean's report (2019), the genuine threat of technology concerning innovation causes vast disruption in the fashion industry. In the journal Tripathi (2019) recap, the significant complications are the internet's influence as the standard network to conduct various tasks within our home.

The authors Dhanapal, Vashu, and Subramaniam, (2015), explains the importance of analyzing the behavior of several generations buying pattern of online shopping to identify the various elements of performance that evolve about each generation. The authors' approach and findings highlight many aspects of these behaviors patterns by reviewing how they obtain and complete their purchase online. The hypothesis is that consumers' satisfaction from purchasing a product will cause the consumer to repeat the purchase repeatedly, which creates brand loyalty (Dhanapal et al. 2015).

The purpose of this qualitative study is to explore different tactics in which fashion retailers in the United States can take advantage of the online shopping behavior surge of Generation X. Also, identifying the variables and patterns towards exploiting how best to interpret the findings can help attain a competitive edge. According to Lewkowicz, the appropriate selection is vital in conducting the investigation technique, supporting the research inquiries to control an accurate and comprehensive study. It can also help identify the various elements causing the interrupting economic shift to occur in the retail fashion industry. After everything else is assessed, it can result in new find resolutions from the discoveries that can perhaps help reflect the study's substance, which can be beneficial (Lewkowicz, 2010). The study's implementation will be designed to help the reader vividly understand how the changes in shopping behavior have affected the US and the fashion industry's economic status. Using the qualitative approach and the research design and expected results will be addressed (Oran, 2019).

The research will focus on the target population of Generation X shoppers within the fashion retail sector. Using a case study qualitative research model, the researcher will investigate the research topics. The chosen data collection method applicable in this case will be interviews and questionnaires conditional on the category of data suitable for gathering information. During the data collection stage, the respondents can offer valuable information essential for decision making concerning online shopping behavior on the purchase likings to Generation X shoppers (Oran, 2019). For the shop operators, their inclusion is necessary because they are the ones that will take the practical steps at maximizing sales from online shopping. Interviews will be performed with a small sample size that will require an interview guide as the instrument for data collection. The content analysis method connecting the practice of NVivo software will be used to examine the findings from the interviews. The study will offer discoveries to surge the retail fashion industry's innovations for financial stability.

2) What factors do online shopping that is preferable to Generation X shoppers in the mandatory fashion retail sector?

3) What can best practices help fashion retailers take advantage of Generation X shoppers' online shopping behavior?

4) What are the different indications and factors that display how online shopping among Generation X shoppers' behavior can surpass profit compared to fashion retailers in U. S. malls?

As far as Generation X is concerned, two questions support exploring the research topic in detail. The two questions are briefly discussed below.

People of Generation X can broadly be described perhaps, as somewhat in an average-shift when it comes to computer technology in general and the internet to be specific. They are in a mid-shift because they were mostly teen-agers in the 1970s when the internet was not invented but grew through the early and current years of internet technology. This mid-shift situation influences the factors that affect Generation X buying behavior online concerning retail fashion. Firstly, Dhanapal, Vashu, and Subramaniam (2015) noted that the sense of fashion among Generation X buyers is different as they are more conservative and casual in their selection. Secondly, most of them describe themselves as only being moderate users of the internet. While they engage in online shopping, they only do so as a necessity rather than leisure (Soule & Hanson, 2018).

Soul and Hanson reiterate (2018) Gen's X takes another online social gathering platform that emphasizes personal growth and curiosity. They are mostly seeming to be inspired by self-expression as individual free-minded users that are not driven by buying online as a social activity. They are motivated to connect, share, and communicate on different aspects of social awareness and humanity that are not glorified or driven by capitalism. Correspondingly, because most of the people in this generation are gainfully employed, their purchasing power is high, and so do not resort to online shopping for the primary purpose of gaining cost benefits (Tripathi, 2019). These factors affect the overall idea of using online marketing to attract Generation X buyers to fashion products and services.

With direct relation to the discussion of the first question, there are several ways in which fashion retail stores' profits can be affected by the Generation X population's online buying behavior. First, it is without a doubt that the Generation X population spends more time connected than the other groups and identify online shopping as a useful alternative or option when choosing where to get their products and services. Consequently, they are an essential focus audience for retail stores in American Malls and, consequently, contribute to revenue generation's escalations and future profitability (Tripathi, 2019). Qualitative primary data collection methods involving distinctive interviews are necessary to assess the second research question proposal. Conducting several interviews will help monitor the capacity exploitation to engage mall management personnel to identify how much of their revenues are generated via online shopping.

Furthermore, how much savings on expenditure they can make from using online shopping platforms instead of traditional shops. Generation X consumers will also be interviewed with a series of questions designed to correlate with the management personnel response. It will also be attempted to discover how much of their spending is absorbed towards their online shopping behavior. Subsequently, it will help develop a research design to measure and depict their impact expenditure level. A relationship between the revenue inflows from online shopping and generation X shopping behavior stipulates a correct interpretation.

While this is generally the case, Tatić and Činjarević (2016) noted that instead, the much younger population engages in compulsive buying, which is a phenomenon that goes to the overall advantage of the fashion retail stores when it comes to profitability. As a result, the stores do not generate direct profits accredited to the Generation X population's online buying behavior. Still, it is of great consequence to note they are a persuasive and powerful influential segment of an active social platform. Meanwhile, because Generation X buyers have the advantage of purchasing power, they also influence all other life and profitability sectors. Particularly for fashion retail stores that specialize in using strategic differentiation options by offering high-value products and services that come at higher prices (Tripathi, 2019).

Based on the topic, four main concepts stand out in the problem and purpose statements. These four concepts are online shopping, generation x, fashion retail, and consumer behavior. Online shopping refers to the practice of buying goods and services over the internet (Benazic, 2018). Computers, laptops, tablets, tech watches, mobile internet, apps, and social media are the central communication apparatus driving force that influences the surge of online shopping. Bucko, Kakalejčík, and Ferencová (2018) underline that online shopping is a complex integrated system that requires different members along the supply chain with secure, robust technology. For the most part, fashion retailers are involved in the offering and purchasing products and services; however, their primary focus is on using a completed system that makes it possible for them to advertise products and services. On the one hand, and also make purchases on the other hand. Thus, the study's focus will be on this interaction between sellers and buyers without looking at the complications associated with setting up the electronic systems that make online shopping possible.

Generation x refers to a demographic cohort typically assumed to have been born between 1965 and 1980. Generation X shoppers can be identified as old enough to be parents of the millennial and young enough to be children of early boomers. Various studies have looked into the role of generation x in the fashion industry, but those relating their online shopping role remain minimal. The third concept, fashion retail, refers to an intermediary section of the supply chain that buys from manufacturers and sells them to customers (Hurley, 2016). In the fashion industry, retailers are significant since most manufacturers who are often branded designers do not sell directly to consumers. A consumer needs a retailer to make it to the manufacturer by having their preferred product or service (Fan, 2018). Finally, consumer behavior is a concept referring to the study of how consumers choose, use, and dispose of products and services (Ladhari, Gonthier & Lajante, 2019). In essence, consumer behavior helps sellers to understand what consumers need so they can meet such needs. However, consumer behavior cannot be generalized unless studied under a specific context within the market (Pereira-Soares, 2018). In this instance, the context is fashion retail.

The pandemic of COVID -19, which resulted in the economy's closing, has accelerated supply and demand for consumption by e-commerce activities. There are existing studies about the various concepts that make up the topic. These current studies present facts that lay the study's social, practical, and theoretical importance and interests. For example, a survey by Benazic (2018) identified online shopping as the future of the retail industry, outlining some of the significant advantages of online shopping over traditional shopping that will make consumers switch to the former. For instance, it was noted about the extent of convenience that online shopping brings to shoppers whose daily schedules are expected to be busy not to allow for as much walk-in shopping as before (Vasiliu, & Mihai, 2015). Indeed, the case of the covid-19 pandemic has also become a major indication that virtual means of shopping will be needed more going into the future as it ensures reduced physical contact, which tends to expose people to the virus. On generation x, a study by Fan (2018) identified them as people with a social lifestyle associated with being excessively detailed and computer savvy because they are mostly parents and young career professionals. In the interim, a recent U.S. population census identifies 65.2 million generation X'ers in America, most of whom are in the working class with a greater disposable income rate (bls.gov.2015).

The offer of fashion retail as a concept has also been extensively studied. Most of the studies on fashion retail are linked to consumer behavior, making it possible to review existing literature in these two areas together. In a study by De Villiers, Chinomona, and Chuchu (2018), shoppers' consumer behavior towards fashion retail was described as variety seeking, which means people hardly want to use the same type of fashion product or service over a more extended period. Several reasons have been assigned to the frequent changes in options that consumers attach to fashion products. A study by Sethi, Kaur, and Wadera (2018) identified the need to stay trendy with time as a reason for frequent changes in variety that people seek. Also, people require different kinds of clothing for different occasions is another reason for variety-seeking among consumers. Therefore, business owners have a responsibility to know how they can use retailing as an avenue to meet the frequently changing consumer needs.

The research topic is of interest due to having a lengthy academic and career background in the fashion retail sector that resonates with the research topic proposal. First, there is some level of novelty on the topic. It is part of the first research set to look at the generation X population in the fashion retail sector with a specific focus on online shopping. Second it essential to study how this particular generation perception and views of fashion reaction provoking their purchase behavior online. It is leading a new wave of consumers because the generation x population is traditionally known not to be very much inclined towards digitization; most researchers have not looked at the specific impact they bring to online shopping as a business model in the fashion retail sector (Vasiliu, & Mihai,2015). Therefore, the topic is of interest because it will add to existing literature while serving as one of the foremost works of research in this area. What is more, the fact that the topic has been set with some relation to the COVID-19 pandemic adds to its novelty. This is because the extent of impact caused by the pandemic is new and so it is important to know how it affects the fashion retail sector in the future.

Also, to what the study adds to existing literature, the topic is relevant since it will solve real-life issues that border shoppers and sellers alike. The fact that consumer behavior for fashion is variety-seeking means consumers attach a lot of importance to what they get as products and services (Vasiliu, & Mihai, 2015). Similarly, they are concerned about how easily and conveniently they can have what they want. Amazon and Zappos online retailers are an example of the urgency for fashion retailers of brick and motor stores to recognize the visibility and the convenience to consumers to benefit their business survival. According to the research analyst Hurley's (2016), discoveries articulate Zappos and Amazon's online sales continuously per annum surpass in all areas of operation, growth, and probability exceed brick-and-motor retail stores.

It is expected that the result of the research findings can provide important components to implement management changes that can address the urgency by providing a model such as online shopping to revitalize their brand, along with having their customers' needs met. Vasiliu & Mihai (2015) detect on the part of the sellers, the ability to meet consumer desires will mean more people will do business with them, which is expected to translate directly into conceivable innovation and revenues. The discoveries from the examining generation X shopping behavior can provide varied information that pertains to several components of online shopping that can be financially astute. It can offer a complete landscape of vast opportunities with a new path for fashion retailers to reinvent their strategies for innovative products to encourage growth.

The method and design approach are to concentrate on adopting a qualitative research technique. Applying the qualitative method will be an explorative design to guide the research questions and data collection process. Silverman (2017) noted that qualitative research is one in which the researcher collects and analyzes non-numerical data to understand concepts, critiquing opinions, and substantiating the experiences. As a result, the qualitative method will be more of an inquiry approach to conduct investigations where the researcher's goal is to exploit a deeper understanding of a research phenomenon. For the dissertation's anticipated study, the qualitative method's research phenomenon will help reveal the various elements that can provide a better understanding of online shopping behavior.

According to Creswell (2015), the necessity to develop deep-rooted awareness with qualitative methods can underscore the need to apply research designs that allow for thorough and extensive engagement with the investigation's subjects. However, Creswell suggests that it is only through such in-depth and penetration of engagement that the research phenomenon can be better identified. The explorative design facilitates the qualitative design because it is alarmed by exploring a research problem or phenomenon with little or no earlier studies to gain insights and familiarity for future development (Duan et al., 2015).

Several factors make the qualitative method and explorative design appropriate for the proposed study. According to Duan et al. (2015), the research phenomenon, an online shopping experience, is a highly subjective and new economic classification. Their assessment reveals that online shopping experiences are based on consumers' individual needs and preferences. Under the circumstance, a research method and design that ensures closer interaction and engagement with respondents to share their personal experiences are considered more desirable (Duan et al., 2015). Therefore, choosing the qualitative method and explorative design in a case study is appropriate because of the research problem's novelty. While online shopping experience among generation X shoppers is not entirely new, its link to the current economic shift due to the COVID-19 pandemic makes it new and relevant. The case study is also appropriate because the research will specifically study online shopping behavior amid the COVID-19 situation. As a response to the pandemic, most fashion retailers have begun adopting new approaches to shopping. For this reason, an explorative design is appropriate in developing new knowledge about the online shopping experience of generation X shoppers concerning the pandemic. 

According to Mather, Hamilton, Robalino, and Rousseau (2018), a qualitative research method is a flexible option that consists of various constructive methods that can be reinforced with distinctive academic structures. Lastly, the method and design are appropriate as they ensure an in-depth and detailed evaluation of the research problem driven by words rather than merely describing them. As a result of the in-depth and detailed nature of expected results, it will be easier for future researchers to use diverse methods in gaining a more in-depth knowledge of emerging concepts from the study (Silverman, 2017). The choice to apply qualitative research to the questions (Mather et al., 2018)

The proposed study's goal will attempt to explore two central research questions. The first question will congregate on the aspects that influence generation X buying behavior online in the retail fashion sector. The second question aims to recognize the potential factors in causing fashion retail stores in the United States' malls to decrease concerning how it affects generation X's online buying behavior. Careful consideration of how the questions are structured will display how qualitative methods are explorative rather than descriptive. For example, Creswell and Creswell (2017) underscored that qualitative research questions are framed as 'what' and 'how' questions. Therefore, the anticipation is to select a qualitative and exploratory method and design that will be ideal in optimizing the study's purpose as the goal is directly linked to the research questions. Subsequently, to identify the various factors that affect the online behavior of generation X shoppers, it is essential to apply a qualitative method, and explorative design will serve as gateways in identifying significant factors from the viewpoint of individuals who are directly involved in the practice of online shopping.

The quantitative method is not appropriate in this context because it only describes variables rather than explore concepts, which is the situation with the proposed study (Silverman, 2017). In terms of profits from retail shops, the anticipation is that the method and design will allow for personalized experiences from shop owners that directly relate their financial gains to online shopping. This will be an optimized achievement of study goals rather than delving into the shops' financial performance's statistical and numerical aspects. Because the study will not be delving into the companies' financial performance, the quantitative method is not appropriate for the proposed study.

Some studies have already been conducted that use the qualitative method and explorative design. Such previous studies serve as essential foundations in developing the proposed study. One study foundational research is Izogo and Jayawardhena (2018), who conducted a stud about online shopping experience in an emerging e-retailing market. It would be noted that their study had the same phenomenon of interest as the proposed research, which is an online shopping experience. While the United States is not an emerging e-retailing market, the proposed research's delimitation to focus mainly on the covid-19 pandemic makes the study by Izogo and Jayawardhena (2018) have some similarities with this current one. That is, most retail fashion shops in the American Malls will now be exploring e-retailing, making them emerging competitors. With all these similarities, Izogo and Jayawardhena (2018) used the qualitative method and explorative design. They saw it as ideal for generating narrative data based on personalized experiences from the population to serve as fundamental research knowledge. It is such a similar approach that the proposed research will adopt using the qualitative method and explorative design.

To fulfill the qualitative method and explorative design, interviews will be used as the main method for gathering data. This means a primary data collection procedure will be conducted where the researcher will collect firsthand data from an identified group of people. One major benefit of primary data collection is the authenticity, genuineness, and originality of data (Creswell, 2015). The sample size to be used for the study will be among generation X shoppers and retail fashion shops in U.S. Malls. A total of eighteen (18) will form the sample size, comprising twelve as shoppers and six as operators. The sample size is relatively small because of the qualitative and explorative nature of the study. Pope (2017) acknowledged that using a reasonably small sample size in qualitative research ensures that the researcher can have closer and thorough engagement with respondents, leading to an in-depth exploration of concepts arising from the study.

A standard limitation with qualitative research is the researcher's possibility to be biased during the data collection procedure (Hummel-Rossi, McIlwain & Mattis, 2006). A random sampling technique will select all the people in the sample size to avoid this. This will ensure the people selected will offer personalized views and opinions not manipulated by the researcher or represent the researcher's interest in any way. The interview will be in the form of a one-on-one session with respondents except for those who specifically ask for a telephone interview. During the interview, the participants' responses will be transcribed, after which the content analysis method involving the NVivo software will be used to analyze the data.

Companies or shop owners' ability to maintain their customers' loyalty depends on how well they can recognize their customer base's generational tendencies. It is critical to implement a course of action to conduct several investigations into determining their shopping behavior, including what they care most about and how they prefer buying the products. The retail fashion sector's failure to recognize Generation X's shopping behavior online can have irreversible damage to their business viability and prospects. Instigating a cohesive examination to realize these changes by performing an analysis to determine their products' best-selling method to these generations can be valuable. It can deplete sales, lost profits, and cause enormous depression of unsatisfied and disloyalty consumers if not eventual.

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The author's proposal outcome was concluded with optimistic calculations, and it resolves the problem with a feasible solution for a strategic E-business formula. It is imperative to realize how inobservant the study results generate an effect that contains two systems, which are information system and consumer behavior (IS-CB) models (Ijaz & Rhee, 2018). As the name suggests, the IS-CB mode is an integrated model that combines necessary information and communication systems with dedicated applications for consumer behavior. Ijaz and Rhee's assessments claims (2018) this integration allows the model to function by analyzing factors that affect or inform consumers' online shopping decisions. The article's portions were straightforward, the problem was acknowledged, and several methods were applied for a constructive resolution. However, two models were combined to reach a workable and precise workable conclusion, but the value did not emphasize. A more cohesively less expensive method with more precision and transparency could be applied, such as competitive business metrics and a more profitable and suitable outcome.

The problem was that some of the systems' inability did not fully maximize the value of new trends and opportunities associated with the whole shopping experience. The authors did not recognize the magnitude of maximizing the values associated with their partialities. That seems to be where the gap has the potential for future research. The articles did not involve or adopt any unique data collection method, which is precise to the overall problem. Failure to adopt the data collection methodology was the major weakness of the article.