This is a dissertation on a Comparative study of Electronic Home shopping on New media between a Computer mediated network and the Shopping Channel on Cable television.

Recently, there have been rapid developments in telecommunications and the media like television and on-line network. These also have made fundamental changes in marketing environment to see an emergence of Electronic marketing system. Electronic marketing systems will be able to redefine the whole industry; channels of distribution and even the practice of marketing. Certain companies can have the opportunity to make good use of expanding their market share by restructuring their managerial resources with these instruments. As for consumers, more objective information will be available and more control over the flow of information will be achieved, which will overcome the information discrepancies between the consumers and the vendors.

Especially the exchange in the market with between manufacturers and end-users as consumers should be treated information asymmetric problems are not only by an distribution cannel but also by the choice of reliable products, relevant price, and merchandising and so forth. So the matter of media selection is not which one is best abstractly, but what kinds of industry we are in now.

We have seen so much academic developments in telecommunications and information systems area that research activities are now being applied to the study of electronic marketing system.

Development of New media like computer mediated telecommunication, CATV, VOD, multimedia, and Interactive Television In-home shopping is rearranging and is reorganized it's concept. So its territories are expanding to a wider range and more people are using the method more than the classical type of shopping.

Even there are many kids of media, there has a same categorical shape as new media has common characteristic.

The first common thing is interactivity. Computer mediated network like internet has the advantage because of its perfect capability on two way communications, but CATV also has the quality.

The second common thing is an convenience. As people have been accustomed to using Television for many years, they can manipulate it by a remote controller with ease.

The last common thing is an usefulness. Even the new media got many additional functions

In this research I compare telecommunication on computer mediated network with on CATV for home shopping in detail.

There are quite different in the specific quality according to the media.

One enables to realize perfect two-way communication, though the other partial in the main point, and this quality leads to relationship marketing in proportion as its quality.

Most of works on relationship marketing focus on dyadic buyer-seller relationship. Relationship marketing in consumer markets keeps the same perspectives and is usually called as 'one-to-one interactive marketing'. To increase consumer commitments in electronic marketing systems, marketers should provide opportunities of participation in the firms' marketing process. Consumers are more satisfied when they take part in the firm's marketing activities. This participation satisfies consumers' social interaction needs and reduces performance uncertainty of buying decision.