MODERATING ROLE OF PACKAGING ATTRACTIVENESS IN THE RELATIONSHIP OF PACKAGING DESIGN, TECHNOLOGY ACQUISITION AND INTERNATIONAL PERFORMANCE OF THAI BUSINESSES
This research effort incorporates the assessment of international performance, influenced by packaging design, technology acquisition for business operations, and packaging attractiveness. The study addresses the research gap in explaining the international performance that packaging design and technology acquisition along with packaging attractiveness influence the international performance. The data was collected from business operator in the province of Ranong Thailand. The research was quantitative in nature as cross-sectional data was collected from the respondents, the Smart-PLS was utilized for data analysis that shows insignificant relationship between packaging design and international performance, however the moderation role of packaging attractiveness significantly moderated the relationship between packaging design and international performance. The study found that technology acquisition and packaging awareness directly influence the international performance. The future studies can be conducted on assessment of mal-practices in organizations that negatively influence the performance.
International Performance, packaging attractiveness, packaging design, technology acquisition, Ranong Thailand.