DEVELOPMENT OF BUDDHISM PROPAGATION EFFECTIVENESS OF SANGHA IN NONTHABURI PROVINCE

Abstract

Objectives of this research article were: 1. To study the Buddhism dissemination effectiveness of Sangha in Nonthaburi Province. 2. To study the factors affecting the Buddhism dissemination effectiveness of Sangha in Nonthaburi Province. 3. To propose the development of Buddhism dissemination effectiveness of Sangha in Nonthaburi Province. Methodology was the mixed methods. For the quantitative research, the sample group consisted of 390 Buddhists who visited monasteries in Nonthaburi Province to make merit. Data were collected through a five-point Likert scale questionnaire and analyzed using frequency, percentage, mean, standard deviation, and multiple regression analysis. For the qualitative research, key informants included monastic administrators, scholars, and stakeholders. Data were collected through in-depth interviews with 18 informants using a structured in-depth-interview script, as well as a focus group discussion with 9 participants. The data were analyzed by content descriptive interpretation.

The research findings were as follow: 1. The overall effectiveness of Buddhist dissemination by the monastic order in Nonthaburi Province was at a high level. When considered by aspect, all dimensions were also at a high level. 2. Communication and virtuous speech significantly affected the development of the effectiveness of Buddhist dissemination by the monastic order in Nonthaburi Province at the 0.01 level. Communication could predict 64.5 percentr of the variance, while virtuous speech could predict 76.1percent. 3. The development of the effectiveness of Buddhist dissemination by the monastic order in Nonthaburi Province resulted from the integrated application of communication and virtuous speech. This integration generated effectiveness in the following ways: Output: Monks had greater capacity and could disseminate more widely. Efficiency: Fewer resources were used, while greater results were achieved. Satisfaction: The public was more satisfied and developed stronger faith. Adaptation: People became more active and interested in practicing Dhamma. Development: People developed wisdom to be more aware of social changes.