This paper explores the relationships of various cognitive, attitudinal, and behavioural responses of e-discount sales promotion technique preferences consumers have when making purchases through online food delivery services (OFDS). This paper highlights new findings towards expanding e-discount and sales promotion literature and thus provide relevant implications.

• Teck Weng Jee(Swinburne University of Technology Sarawak Campus, Malaysia)
• Lisa Lee Hua Ngui(Swinburne University of Technology Sarawak Campus, Malaysia)
• Wan Yi Chao(Swinburne University of Technology Sarawak Campus, Malaysia)
• Sarah Supahan(Swinburne University of Technology Sarawak Campus, Malaysia)