Determinants of Digital Safety in Thailand: An Empirical Analysis of the 3S Digital Citizenship Model

Abstract

This study examined the direct effects, mediating effects, and serial mediation pathway of digital savvy and digital safety in Thailand through the 3S Digital Citizenship Model, thereby extending the empirical evidence on the mechanisms through which socio-economic factors and digital engagement are associated with digital safety. This quantitative study used nationally representative secondary data from the 2025 Media and Information Literacy and Digital Literacy Survey with an analytical sample of 47,550 respondents. Data were analyzed using descriptive statistics, HC3 robust ordinary least squares regression, and bootstrap mediation analysis with 10,000 resamples at a 95% confidence level. The results showed that 1) education, online use, and online spending were positively associated with digital savvy, digital social, and digital safety, whereas income was positively associated with digital savvy but negatively associated with digital social and digital safety. 2) Digital savvy partially mediated the relationships between these predictors and digital safety. 3) Digital social partially mediated the relationships between these predictors and digital safety. 4) The serial mediation analysis revealed an ordered pathway in which digital savvy influenced digital social, which subsequently contributed to digital safety. 5) The policy implications suggest that digital safety policies should be implemented sequentially by strengthening digital savvy, promoting responsible online behavior, and developing self-protection practices to enhance citizens’ digital safety. The findings contribute empirical evidence for policy, academic research, and practice by supporting targeted digital safety and digital literacy programs in Thailand.