The present disclosure relates to a 5th Generation (5G) or a pre-5G communication system provided to support a higher data transmission rate than a system beyond a 4th Generation (4G) communication system such as Long Term Evolution (LTE). The purpose of the present disclosure is to maximize adaptive transmission performance by designing a puncturing order and a repetition order individually in optimized order. An operation method of a transmission device for adaptive transmission of a codeword according to an embodiment of the present disclosure includes generating a codeword using a polar code and transmitting a packet including at least one codeword indicated by a repetition order when bit repetition is needed. The repetition order is determined based on at least one of channel polarization or channel quality information.