Thestudyaimstoexaminetworesearchobjectivesclosinganumber ofinherent gaps intheliterature.First,itistoexaminetheimpactofantecedents(e.g. “perceivedvalue”and “price consciousness”) against consumer attitudes towards e-deals (Phau and Poon, 2000; Santos and Ribeiro, 2012). Second, it is to examine the relationship between consumer attitudes, subjective norms (e.g. “interpersonal influence”), and perceived behavioural control and their intention to purchase e-deals (Jeffrey and Hodges, 2007; Khare, 2014; Sorce et al., 2005).