Social Etiquette in Online Interaction among Undergraduate Students in Bangkok Metropolis

Abstract

Abstract

            The objective of this article is to study social etiquette in online interaction and action strategies in violation of etiquette among university students in Bangkok. This quantitative research used probability sampling with a multi-stage sampling technique. The sample size is 1,200 students from 8 universities in Bangkok. With this qualitative research, in-depth interviews were conducted with 40 key informants. This research was conducted during the academic year 2018-2019. The results showed that the students had a high level of knowledge about online etiquette from self-learning and family members. They were highly strict with online etiquette; moreover, they were more strict in others than to themselves. The strictest manners in online etiquette are seniority, privacy, and data security. Regarding the experience of etiquette being violated, there were not many. However, when etiquette was violated, there are 6 action strategies: (1) self-prevention, (2) breaking off the relationship, (3) ignoring and not caring, (4) giving suggestions, explanation, and negotiating for mutual understanding, (5) account deactivation, and (6) taking legal action. According to the results of this study, the knowledge of etiquette has a statistically significant positive relationship to etiquette strictness and a negative relationship with etiquette-violated experience. Therefore, online etiquette should be promoted for new generations to learn by themselves, including increasing the roles of the family and teachers in promoting proper online etiquette.