Understanding Mobile OTT Service Users’ Resistance to Participation in Wireless D2D Caching Networks

Abstract

With the explosive pace of mobile over-the-top (OTT) video content streaming services, mobile network traffic has seen unprecedented growth in recent years. However, the limitation of antenna performance, the burden of investment cost, and restricted resources hinder improving the current mobile networks’ functionality. Accordingly, wireless device-to-device (D2D) caching networks came to the fore as one of the competitive alternatives for alleviating the overloads of mobile network traffic. Wireless D2D caching networks can be a desirable alternative for OTT service providers and telecommunication operators, but the problem is user resistance. User participation is imperative to deliver wireless D2D caching network functionality successfully. Thus, to gain a deeper understanding of user resistance toward wireless D2D caching networks and their underlying sources, this study introduces two perceived cost factors contributing to this resistance and one perceived benefit that mitigates such resistance. Based on an online survey, this study found new theoretical links among perceived costs and benefits, resistance, and participation intention. The findings reveal that user resistance is predicted by perceived costs, encompassing resource sacrifices and privacy concerns, whereas perceived benefits—specifically, perceived usefulness—did not significantly influence resistance. This implies that telecommunication operators should prioritize market requirements over technological advantages, emphasizing the potential for successful commercialization of wireless D2D caching networks.