Verification for the Effectiveness of the Strategic E-customer Relationship Marketing Model by the Validity Analysis

摘要

In this paper we analyze the validity of their model. For a kickoff, we prove the reliability of obtained questionnaire data by using the internal consistency method and split-half reliability method. And then, we will evaluate the validity of this model by the nomological validity method and the causality analysis for verifying the practicality and the effectiveness of the e-marketing process model.