廣告行銷的目的是爲了銷售，達到消費者購買行動，首重「消費者導向」(consumer orientation)觀念。網路環境成熟，促使消費者的媒體使用行爲產生改變，過去在廣告作用階段上引用的AIDMA理論，在數位時代下已不受用。Web 2.0時代，部落格(blog)讓每一位消費者都可以是獨立的媒體，因而改變既有的消費生態。因此，本研究以國內網路媒體發展之脈絡，針對消費者媒體使用行爲的改變，從廣告行銷角度，將部落格導入AISAS(Attention→Interest→Search→Action→Share)理論，佐以文獻和文本分析法，探討口碑傳播在部落格之運用。觀察使用部落格行銷之實例並依據行銷學理，有助於瞭解網路行銷的特性與趨勢外，期望經由本文歸納與整理，推論出可供廣告主或廣告代理商參考的部落格之口碑行銷(buzz marketing)策略，藉此達到最佳研究效果。

The purpose of advertisement is for sale, so that the consumer is willing to purchase the product. Consumer-oriented concept is the first important concept in marketing, this is closely linked with the purpose of advertisement, and they all satisfy consumers. The mature development of Internet environment allows changes for the consumer's media using behavior; the AIDMA theory that was used for advertisement function in the past is no longer applicable to digital era. In the era of Web 2.0, blog allows every consumer to be able to become an independent media; therefore the existing consumption pattern would be changed. For this reason, this study uses the context of domestic Internet media's development to focus on the change of consumer's media using behavior. And then, blog is explained using AISAS (Attention→Interest→Search→Action→Share) theory from the perspective of advertisement marketing, document analysis and text analysis would also be carried out so as to discuss the application of word-of-mouth communication in blog. Observing the evidence-based examples regarding blog marketing and resting on marketing theory are contributive to understand the characteristics and trends of Internet marketing. This study hopes that after the generalization and arrangement that are done by this study, the buzz marketing strategy of blog that can be consulted by the enterprises or the advertising agent would then be inferred, so as to reach the best study result.