Abstract
This study focuses on the 'motivations' of participants in multilevel marketing and explores how sellers of happiness companies experience and sustain the business. When consumers perceive multilevel marketing as a tool to realize their dreams, they become active sellers who practice the “action” of selling. The motivations for staying in business as a seller are categorized as 'financial freedom', 'freedom from bondage', 'freedom to challenge', and 'freedom to be healthy'. Participants in Happiness Enterprises are both consumers and workers, sellers and entrepreneurs, but as long as they view the multilevel as a tool for realizing their desires, we find that even though the motivations of the sellers are different, their effects are the same.
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