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...Journal of theoretical and applied electronic commerce research this paper is available online at issn version www jtaer com vol issue september doi s universidad de talca chile retailers differentiation strategy pricing in the rental market digital content a case e textbooks li chen fayetteville state university college business economics department management marketing entrepreneurship nc ee uu lchen uncfsu edu received april revised form august accepted abstract offering for renting has become popular among following trend textbook have introduced programs which satisfy students needs to reduce cost under model homogeneous products delivery channel therefore they need specific strategies distinguish themselves competition study we aim investigate key factors their impact on price advantage our horizontal shows that such as service quality are essential leading retailer maintain also carry out an empirical design consumers input by analyzing unique data set from two major amazon cheg...