This study investigates how tactile properties of functional apparel fabrics influence consumer purchase intentions through cognitive and emotional pathways, and whether these pathways differ across fabric types. In a between-subjects laboratory experiment, 450 participants (N = 150 per group) were randomly assigned to evaluate one of three fabric stimuli: soft-elastic nylon-spandex knit, structured-tech nylon woven shell, or thermal-brushed polar fleece. Participants rated tactile perceptions across five dimensions (softness, elasticity, smoothness, thickness, thermal feel), emotional comfort, cognitive performance evaluation, and purchase intention using validated 7-point Likert scales. Structural equation modeling yield goof fit (CFI = .986, RMSEA = .035, SRMR = .085), with cognitive and emotional responses fully mediating the relationship between tactile inputs and purchase intention (R2 = .828). Multi-group analysis demonstrated significant fabric type moderation: the cognitive pathway was stronger for Structured-tech (β = .702) than Soft-elastic (β = .442; χ2 = 6.89, p = .009), while the emotional pathway was stronger for Thermal-brushed (β = .637) than both Softelastic (β = .322, p = .049) and Structured-tech (β =.344, p = .044). These findings reveal that different fabric textures activate distinct consumer psychology routes, offering theoretical implications for sensory marketing literature and practical guidance for product design and retail merchandising strategies.

tactile perception, fabric hand feel, structural equation modeling, purchase intention, multi-group analysis, functional apparel, consumer psychology