AN APPLICATION OF DITTHADHAMMIKATTHA FOR DIRECT SELLING BUSINESS IN DIGITAL SOCIETY

Abstract

The study aimed 1) to study the concept and theories of direct selling business in the digital age society, 2) to explore Ditthadhammikattha in the Buddhist scriptures, and 3) to apply Ditthadhammikattha for the direct sales Business in the digital age society. This is a qualitative research focusing on documents, in-depth interview, presenting research findings in a descriptive form. The findings were as follows: 1) Regarding concept and theory on direct selling business, it was found that the concept and theory on direct selling business must depend on achieving of diligence, watchfulness, association with good people, self-sufficient and modesty. 2) With regard to the Ditthadhammikattha in the Buddhist scriptures, it was found that it is the principle dealing with the present welfare consisting of: (1) Utthànasampadà: to be endowed with energy; 2) Arakkhasampadà: to be endowed with watchfulness;3) Kalyànamittatà: good company; and 4) Samajãvità: balanced livelihood. 3) Regarding the application of the Ditthadhammikattha for the direct sales Business in the digital age society, it was found that when the business operator directly sells the principle stipulated in the benefits, the management of the business is developed and confidence to the customers.