Clearly, the wide range of health information sources on the World Wide Web has the potential to lead to distribution of inaccurate medical information from unqualified sources bringing a great risk. Given the growing number of Internet users that access health-related information, the need for a more standard means to validate web site content is apparent. This paper examines how source, information, timeliness, accessibility, and design factors impact web document credibility on a narrower health topic - Alternative Medicine. It also examines the contrasts of different levels of credibility with metadata usage as well as the relationships between metadata usage measures. These preliminary results and examinations give an overview of how metadata is currently being used in this subject area.

Web2.0的盛行改變了目前網路資訊傳播方式，民眾對網路資訊擴散參與度也日益增加及重要，電子醫學網站肩負健康衛教資訊及新技術推廣的重責，如何利用Web2.0的特性，讓民眾可以輕易、適時、適所獲得相關醫學資訊是所有醫學網站所要研究的課題。因此除了如何提供質優量多且可信度、專業性高的醫療資訊外，醫學網站更要研究並了解民眾的實際需求期望及最易接受的資訊管道方式，使得相關資訊能無礙地傳送到民眾面前。本研究即以個案研究的方式，來探討如何藉由Web 2.0網路資訊平台及資訊管道設計概念，利用創新擴散策略思考及方法來推廣相關新醫療科技，使非營利組織也能像其他電子商務網站的經營方式一樣，與使用者建立價值共創的關係；並繼續延伸探討後續推廣策略建議，以提供相關網站經營參考。 本研究選定中華民國口腔雷射醫學會網站，作為本研究的個案網站，不同於一般醫學會網站的社群經營，都是以傳統單向的型錄式資訊提供方式為主，缺乏互動性及使用者導向設計。本研究的個案網站卻是集合所有專業會員醫師之群力，將民眾所需要的臨床案例、口腔新聞、醫療知識和新知、線上諮詢功能及院所指南等，加以整合，讓民眾可以藉由簡單的資訊搜尋引擎方式來找到相關完整資訊，創造出新的經營模式。本研究即藉由問卷及深度訪談，分析網路使用民眾對個案的知識創新推廣模式的接受度，並以此為基礎，研究歸納出可行的網站經營建議方案，作為個案網站在未來的經營方向之參考。 / The popularity of the concept of Web 2.0 has altered the ways information transmitted, and increases the importance of the participation of internet users on disseminating information. Electronic-health websites (e-health websites) have great responsibility of promoting the public health education and new medical technologies and treatments to the public. It is an important task for these websites applying the concept of web 2.0 to provide the public the easy and timely access to relevant information. In addition, e-health websites should also offer trustworthy and professional health information to meet the expectation of the users. In this study we use a case study to examine how to apply Technology Acceptance Model (TAM) and the concept of web 2.0 to understand the promotion of the new medical technologies and treatments. The results will help Non-Profit Organization (NPO) to transform to a highly efficient information exchanging platform and also to establish the relationship of value co-creation website. Our case website is the Taiwan Academy of Laser in Dentistry (TALD) that is different from other medical websites using traditional approach of providing static information (Web 1.0). This website is interactive and user-oriented by integrating the medical cases from dentists, latest medical news, most recent medical breakthrough, functions of searching the nearest dentists, introductions of dental clinics, and son on. This new model allows the regular users to find the relevant information in a timely manner. By survey and in-depth interviews, we are able to analyze the users’ behavior and provide recommendations for management to improve its performance.