Consumer empowerment, the theme of successful services.

The outcome, the full-blown flower of the model, is represented by consumersí satisfaction with the services in relation to their perception, attitudes and preferences. Experiences of the health care and social insurance services integrate the outcome and control successes.

The electronic evolution has penetrated the health care settings in use by millions around the world. Peopleís perception of right to access and experiences are very important in that regard.

The consumerís role is changing towards more responsibility for their own health problems. They believe that access to own health information improves their perception of their state of health. Previous research show that consumers of health believe they have more influence, are better informed and more satisfied when using interactive services [10,11,12]. Electronic health care services have a lot of work to do in order to meet consumersí demands. Perception, attitudes and preferences are essential information for the introduction of these new electronic services.

Laws and directives stipulate rights and demand for all peopleís quality of life and secure handling of information which is an assumption for existence of electronic services [4]. Perception, attitude and knowledge have great impact on the servicesí approach [13].

The more self-awareness and knowledge individuals have the more power there is to assume responsibility for their health. Well informed people have a better idea about what is needed and what they prefer from health care services. Those people also prefer equalized relationships with the servicesí employees. Perception and effective partnership is known to increase fulfilled preferences and successes of the services [8].

Perception is individual and must be looked at in connection with personality and conditions. Research shows the impact of access experiences on will to get access on the Internet [11]. It has also been manifested that the majority of people know their rights to see their own health information [10,12].

Former results show access is possible to improve perception and responsibility for oneís own health, with 79% (n=2851) interested accessing their health record and those with these experiences are three times more liable than others to be interested in reading their record [12].

Attitudes are among the main concepts connected to thoughts, emotions and peopleís behavior. Peopleís attitudes mature from experiences, self-realization and social impact.

Preferences refer to the evaluation of preferable priority of services, treatment, instructions and access to information. Fulfilled preferences make services more efficient and profitable [15]. Preferences of equal relationship, clear instructions and results of tests have been proven by research [13].

It is known that consumers have attitudes or beliefs of ensuring accuracy and validity of their health information and they prefer communicating through the Internet [16].

Interactive health services are generally supposed to be easier and cheaper than traditional and bring out quality and good accessibility in preventive medicine [8]. They have opened up new ways of living and equality for disabled people. Social supportís main strategy is to minimize beneficiary [19]. Projects knitted to special activities or target groups have widely been developed, many of them directed at people with certain diseases [8,9,18]. Findings show electronic access as a profit for chronic patients activating treatment and maintenance of health [9]. Research findings show that access to own health information can tone errors down [16].