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The study aimed to clarify differences in fabric hand perceptions among Japanese and Chinese participants and implement online shopping strategies that enable consumers to easily recognize fabric texture.

Forty (20 Japanese and 20 Chinese) participants knowledgeable about clothing and fabric were recruited. Participants evaluated fabric by sight and touch in a visuotactile experiment (VTE). The stimulus material comprised 39 fabric samples representing a broad range of fabric attributes (7 fibers, 5 weaving/knitting techniques and 3 yarn thicknesses and density). A Mann–Whitney U test and a factor analysis were conducted to determine differences in responses for the different fabric variables.

The fabric hand perceptions factors were similar between both groups. Japanese participants showed a stronger preference for fabrics that felt wet. Japanese participants’ fabric hand perceptions had a 3-factor structure, while Chinese participants had a 2-factor structure. Chinese participants regarded “crisp” as perceptually and linguistically equivalent to “stretchy.”

The study’s findings suggest that Chinese people have stronger preferences in fabrics than Japanese people do. Japanese people evaluate fabric hand in a more nuanced manner than Chinese individuals, including discerning different fabric attributes, such as fiber and yarn thickness and density. Thus, nationality may influence fabric hand perceptions more than fabric knowledge does. Specifically, in evaluating “crispness,” the results required further analysis because differences in nationality may have affected evaluations regarding perception and linguistic perspectives. The findings provide design guidelines for implementing online shopping strategies adapted to each participant group.