A decision model for OTT service users to adopt wireless D2D caching networks: : Exploring the Korean case

As many Over-The-Top (OTT) users opt for mobile devices, mobile network traffic surges. However, current mobile communication technology faces difficulties. To provide a stable video content consumption experience to users, reliable alternatives must be found to resolve the limitation of the conventional approach. Accordingly, wireless Device-to-Device (D2D) caching networks have gained attention as a reliable alternative. Considering it can reduce network-related overheads, save related costs, and improve OTT video consumption environment, there is a high possibility that telecommunication operators want to commercialize this technology. To commercialize wireless D2D caching networks, users need to share their resources, such as personal information, smartphone storage, and battery. This study explores the decision-making process of mobile OTT users regarding D2D caching adoption on their mobile devices in Korea. An online survey of 94 respondents was conducted in South Korea. By using the analytic hierarchy process (AHP) approach, this study devised an evaluation model that includes three major factors: perceived benefits, perceived costs, and perceived situational conditions. The results reveal that risks, rather than situational factors and benefits, predominantly influence user intentions and strategies. Streaming video content via mobile data or Wi-Fi is viewed as the most feasible choice. Moreover, users show a preference for pre-downloading video content over adopting wireless D2D caching networks on their mobile devices. The findings provide a guideline for understanding the responses of mobile OTT service users and their priorities in responding to adopting wireless D2D caching networks.