Currently, corporations implement diversified computer-based information systems (IS). These include organization-scale solutions such as enterprise resource planning systems, inter-, extra-, and intranet applications, product data management, and enterprise document management systems. At the same time, the end user is ever more capable of rapidly developing and tailoring small-scale applications for groups, organizational units, and personal purposes independently (Grover, Teng, and Fiedler, 1998). Furthermore, corporations are investing in information technology infrastructures that take full advantage of global networking and business process re-engineering (Broadbent and Weill, 1997; Grover et al. 1998). The emerging types of systems are becoming necessities in many smaller companies too. For example, a successful subcontracting network may require certain systems to be used by all the partners. (Song and Nagi, 1997; Toh, Newman and Bell, 1998). Evidently, the above trends call for a holistic but dynamic organizational perspective on information systems planning1 (ISP) (Huysman, Fischer and Heng, 1994; Grover et al., 1998; Spil & Salmela, 1999).

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In this paper, we focus on digital content markets (DCMs), which have typically been seen as an offspring of technological and business innovations. However, recent trends indicate that these two perspectives are not enough when attempting to understand how DCMs actually work. Technology is obviously a prerequisite for business innovations, which in turn provide new possibilities for consumers. Nevertheless, consumer behaviour is not only a result of technological and business innovations, but by itself a crucial factor of DCMs. In this paper, we attempt to clarify the general view of DCMs by carrying out a literature study that is based on the above mentioned three perspectives: technology, business and consumer behaviour. As a result of our study, we present critical issues for both doing further research and improving the ways of trading and distributing digital content. Especially, we highlight the crucial role of societal transformations for the development of DCMs.

Streaming Video-on-demand (SVOD) services are getting increasingly popular. Current research, however, lacks knowledge about consumers' content decision processes and their respective influencing factors. Thus, the work reported on in this paper explores socio-technical interrelations of factors impacting content choices in SVOD, examining the social factors WOM, eWOM and peer mediation, as well as the technological influence of recommender systems. A research model based on the Theory of Reasoned Action and the Technology Acceptance Model was created and tested by an n=186 study sample. Results show that the quality of a recommender system and not the social mapping functionality is the strongest influencing factor on its perceived usefulness. The influence of the recommender system and the influence of the social factors on the behavioral intention to watch certain content is nearly the same. The strongest social influencing factor was found to be peer mediation.