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

changes due to family, occupation, age, characteristics and interests of person, habitual activities, and the economic situation of the person. Even though the personal factor is not predictive and constant, it is very significant factor for technology adoption. The study adopted the TAM model by Davis in 1989 used to analyze user technology acceptance behavior in various types of information systems. As per TAM, an individual's intention to use a system is determined by perceived usefulness and ease of use. Source: Samaradiwakara and Gunawardena 2014 TAM model has been successfully adopted to explain the online purchasing and acceptance of e- commerce. The model explains Perceived usefulness (PU) and Perceived ease of use (PEOU) can predict the attitude, behavior, and intention of the user (Dakduk et el., 2017). The TAM model has become a significant model to include external factors in assessing user acceptance and buying behavior of the user hence we use technology adoption as an influencing aspect to decide customer loyalty to online shopping. Litterateur on the study reveals that technology adoption has a significant impact on customer loyalty as people use e- commerce platforms to buy products due to many reasons such as price, ease of use, payment option, geographical location, culture, income, and internet usage. Consumers who have positive intentions about the above-mentioned factors will engage more in internet shopping. The positive sense will change the attitude of the user to use the technology. We used the TAM model to understand the perceived usefulness of technology for online shopping as user intention to use technology for e-commerce is very important to the success of technology adoption in e-commerce. III. C hapter T hree This chapter demonstrates and provides a thorough explanation of the variables employed in the study. This; study, developed following the quantitative method, examines which factors have a more significant impact on consumer loyalty of people who turn to buy groceries online as a result of the country being lockdown with a COVID 19 epidemic. Data; was collected based on the primary data and surveys, and questionnaires were used to collect data for this research. The; questionnaires consist of thirty-seven questions along with a five-point Likert scale covering all the variables of the study. Out; of the total population of 21.9 million in Sri Lanka (World Bank, 2021), 47 percent purchased groceries online during the COVID 19 pandemic (DAILY NEWS, 2020). Therefore; during the pandemics in 2020, 10.3 million people bought groceries using the internet; To determine the ideal sample size, the total population of the Colombo District will be 2,455,000 in 2020 (Department of Census and Statistics, 2021). In; proportion to, Krejcie and Morgan (1970), the sample size is 384 in this study. Purposive; sampling or judgment sampling is applied as a sampling technique. The primary goal of the pilot survey was to determine the validity and reliability of the disseminated questionnaires. A; pilot survey was done containing 100 samples before the entire data collection was completed, and it was evaluated by applying IBM SPSS version 26.0. The; variable is acceptable only if more significant than 0.7, as specified in Cronbach's; alpha (Siswaningsih et al., 2017). The; Cronbach’s; alpha of all the variables is 0.984, while the dependent variable, Customer Loyalty, has a Cronbach's; alpha of 0.946. The; independent variables, CL, CT, CS, CC, TA, and PQ, have Cronbach's; alpha values of 0.927, 0.924, 0.911, 0.865, and 0.939, respectively. The; Kaiser- Meyer-Olkin Measure of Sampling Adequacy and Bartlett's; test of sphericity was employed to evaluate the validity. Variable is acceptable only if variable is more significant than 0.5(IBM, 2014). In; this study, the KMO value of all the variables is more significant than 0.5. If; an indicator’s; significance level is less than 0.05, Bartlett's; test of sphericity will be beneficial, according to IBM (2014), and all the variables are less than 0.05. The distribution of the population of about 384 customers who participated in the questionnaire is shown in Table 1. Female; participants are the ones that buy most of the groceries online, representing 62.0 percent. The; majority belonged to the age group of 26– 35 years was represented by 40.4 percent of the 384 individuals in the sample. The; plurality of respondents were private-sector employees, representing 32.81 percent of the total. Table 1: Demographic Information of Participant Variables Items Frequency Percentage (%) Gender Female 238 62.0 Male 146 38.0 Factors Influencing Customer Loyalty in Online Groceries after COVID-19 in Sri Lanka 45 Global Journal of Management and Business Research Volume XXII Issue II Version I Year 2022 ( )E © 2022 Global Journals