Limitations and future directions A number of limitations exist for this research. This study is only based on Australianconsumersandonlyfocusesonthefood category. Exploringother productsor services categories and consumers in other countries may offer different insights and findings. This paper also focuses exclusively on e-deals users. It will be interesting to investigate non-users’ perspectives to gain information of how to persuade them into users. The comparison of demographic profiles between users and non-users is also recommended. Future research should also investigate other personality traits such as impulsive and addictive consumptions towards e-deals as the moderator variables in the study.