As most Korean OTT subscribers use mobile devices as their primary medium for watching OTT video content, mobile network traffic is soaring. However, the existing build-out of mobile communication technology – such as deploying more base stations or expanding the network bandwidth – is struggling to keep pace with the enormous increased demands of mobile network traffic. Accordingly, wireless device-to-device (D2D) caching networks are considered one of the most reliable alternatives for reducing the overload from mobile network traffic caused by streaming video content online. However, wireless D2D caching networks have pros and cons, like any other technology. Thus, this study aims to examine the practical decision-making process of mobile OTT service users in response to the application of wireless D2D caching networks on their mobile devices. An online survey of 94 respondents was conducted in South Korea during 19–23 May 2022; the data obtained were analyzed using the analytic hierarchy process (AHP) approach. The study finds that it was the risks, rather than the situational conditions and benefits, that mostly affected mobile OTT service users’ behavioral intentions and strategies. Streaming video content using mobile data or Wi-Fi was perceived as the most viable option. Mobile OTT service users were also willing to take the leap of shifts towards downloading video content in advance rather than adopting wireless D2D caching networks on a mobile device. However, mobile OTT service users’ decisions are heavily dependent on situational conditions related to use of mobile OTT services that make the quality of service consumption different. As one of the first to examine the responses of mobile OTT service users, this study provides meaningful implications for a timely and sensitive issue.

Activities in the digital economy driven by information technology have rapidly increased in scope and speed in the aftermath of COVID-19. Meanwhile, social isolation accelerated by quarantine measures has increased concerns about individuals’ mental health. However, little is known about the specific consequences of online interactions, especially when applied in online fan community-based relationships where loyal community members are prevalent. Therefore, we examined whether a sense of virtual community (SOVC) can link fans’ online activities with their mental well-being and behavioral loyalty to the platform. For this purpose, we focus on BTS fandom “Adorable Representative MC for Youth” (ARMY) behaviors and attitudes on the fan community platform Weverse. With 202 valid data samples acquired from global ARMY, this study conducted a partial least squares–structural equation modeling analysis. The empirical findings reveal that SOVC in Weverse is significantly influenced by the intensity of online interactions with other fans and parasocial relationships with celebrities. SOVC is found to be the direct predictor of fans’ behavioral loyalty and mental well-being. When considering fans’ perceptions of other social media platforms, dissatisfaction with previous online fan communities enhances the intensity of online interactions with other fans in Weverse.