The present disclosure relates to a pre-5th-Generation (5G) or 5G communication system for supporting higher data rates beyond 4th-Generation (4G) communication system such as Long Term Evolution (LTE). A performance of the existing sliding-window superposition coding (SWSC) is degraded when a wireless channel state is changed due to a large scale fading and a small scale fading. In addition, the performance of the existing SWSC is degraded when channel state information at a receiver is different from that of the real channel. To resolve these problems, a transmitter applies an accurate data transmission rate suitable for a channel state. Therefore, a receiver applies an adaptive SWSC and to reduce a block error rate (BLER) and a hybrid automatic repeat request (HARQ) overhead of the receiver. In addition, to resolve wireless channel state change due to large and small scale fading, the transmitter may use the adaptive transmission method.