Canonical Correlation Analysis of Digital Literacy and Perceived Data Privacy Security in E-Commerce Platform Usage Among Generation Z in Thailand

This study investigates the relationship between digital literacy and perceived data privacy security among Generation Z users on e-commerce platforms in Thailand, applying Canonical Correlation Analysis (CCA) to examine interdependencies between these variables.Digital literacy, encompassing digital safety, content creation, and information management, is hypothesized to positively influence perceptions of data privacy security.A multi-stage probability sampling method was used to collect data from 420 participants across Thailand, ensuring geographic and demographic representation.The analysis revealed a strong canonical correlation (R = 0.775), indicating that digital literacy accounts for 77.5% of the variance in data privacy perceptions.Among the components, digital safety was the most influential factor (|0.939|), followed by content creation (|0.904|) and information management (|0.857|),underscoring their role in enhancing user confidence in e-commerce platform security.These findings highlight the importance of transparent data protection policies and targeted digital literacy programs to strengthen user trust in online platforms.Future research should explore cross-cultural comparisons and longitudinal analyses to examine how digital literacy influences data privacy perceptions over time.This study provides valuable insights into fostering secure digital interactions for Generation Z within Thailand's evolving e-commerce ecosystem.