Global Journal of Management and Business Research, E: Marketing, Volume 22 Issue 2

relevant products, modern products, safe and quick delivery increases customer confidence in online shopping platform. At the same time, a brand in the heart of customer boosts their confidence of the customer in online shopping. A customer expects specific value through purchasing branded products. Customer purchases of branded items that exceeds the intrinsic value of the product, increasing confidence that the brand gives weight to the product. Exceeding customer expectation over the brand increase customer confidence; hence customer confidence as an influential factor to increase customer loyalty. h) Product Quality The majority of the customers possess the required knowledge on which online shop has the best variation of the best quality products. The quality of the product is viewed from the customer’s perspective. Product quality is another essential factor in this discussion. It has an immense effect on customer loyalty. Many scholars have found a positive connection between customer loyalty and product quality. Assessing the product quality reveals that expected quality is compared against the perceived quality of the product. If expected quality exceeds perceived quality, customers feel satisfied with the product. A study conducted in Taiwan examining perceived quality and trust stated that quality is defined by the degree to which perceived quality meets objective quality (Chen, Lin and, Weng 2015). The results show that product quality is a significant factor in increasing customer satisfaction. A study conducted in Indonesia stated consumers regard online shops as useful if product quality meets the expectation at the same time, product quality contributes to satisfy customer needs. The study pointed out that customer repurchase is highly dependent on maintaining product quality sustainably. Assurance of product quality and product availability increases customer satisfaction, thus increasing customer purchasing intention. It is concluded that product quality is an essential factor in retaining customers in the e-commerce business. Additionally, another study also supports the fact that product quality and service quality drives customer loyalty and retention (Kayode, Muyideen and Al-Furqa 2016). Product quality is considered an unavoidable factor to influence customer satisfaction. Firms strive to employ quality managers to improve the quality of the products. In fact, the price can decide the customer to purchase a product; nevertheless the product is of high quality. A study to test the product quality and price towards customer satisfaction in Indonesia found that product quality with affordable price will increase customer satisfaction (Razak, Nirwanto and, Triatmanto 2016). Another study conducted in Romania found that 80% of Romanian add products to carts considering the price (Mihaela 2018). Due to many cultural differences, product quality and price is very essential topic of interest for many scholars, and hence product quality is another dependent variable in this research. i) Technology Adoption The acceptance, integration, and usage of new technology in society are referred as technology adoption. Technology adoptions increase business productivity, improve the return on investment, and enhances the entire customer experience by making use of online platform easier. Age, gender, computer abilities, technological preparedness, and social impact are all elements that influence the adoption of technology. With the advent of internet banking, there has been a greater focus on consumer's perspective on technology adoption. A study stated that online shopping is not only buying products or services online but also includes searching for information online, communicating with retailers and other consumers that direct consumer goals toward shopping (Lee and Cude, 2021). Many other studies also support the statement that customer technology adoption enhances customers to 24/7 shopping, comparing price, checking for offers, make payments online, and much more. Consumers are pushed towards online shopping due to consumer’s perception, product and consumer characteristics, and e-tailer attributes (Lee and Cude, 2021). Technology evolved immensely to convey customer’s ease of use of buying products. Compared to traditional shopping, technological advancement and benefits set customer’s minds that purchasing online is the best solution. Internet penetration in the business world has many benefits, such as availability of products, many payment methods, safety and privacy, price comparison. Many people are rushing toward online shopping due to Internet penetration in to the business (Patahk and Kaur, 2014). Technology acceptance of consumer is characterized by four categories, namely cultural, social, psychological, and personal factors. Many scholars argue that cultural and behavioral pattern has influences in the virtual market (Constantinides et al., 2008; Al- Qudah and Ahmad, 2014). A study of the effect of social connectedness and attitudes toward technology adoption shows that social connectedness and attitudes strongly influence customer intention of the social factors for technology adoption (Cho and Son, 2019). Psychological factors on technology adoption influence the behavior of other people by recognizing, sharing common feelings and devotions. Motivation, perception, learning, belief, and attitudes influence one’s perception to motivate others to adopt technology when one user benefits. Many studies define personal factors by age and life circle stage, occupation, economic situation, lifestyle, personality, and self-concept (Keisidou, Sarigiannidis and, Maditinos, 2011; Kotler and Armstrong, 2003). Consumers’ buying behavior Factors Influencing Customer Loyalty in Online Groceries after COVID-19 in Sri Lanka 44 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals