The psychological compensation effect: perceived digital exclusion, perceived lack of control, and their impact on consumption behaviors of elderly tourists

The deep integration of digital technology in the tourism industry has made perceived digital exclusion a significant challenge affecting the travel experiences of elderly tourists. However, the specific psychological pathways and boundary conditions through which perceived digital exclusion influences their consumer behavior remain unclear. Grounded in social cognitive theory, this study proposes a “perceived digital exclusion–compensatory consumption” framework, focusing on the mediating role of perceived loss of control and the moderating role of self-affirmation. A questionnaire survey was conducted with 328 elderly Chinese tourists. The findings reveal that: (1) perceived digital exclusion is positively associated with compensatory consumption behaviors among elderly tourists; (2) perceived loss of control mediates the relationship between perceived digital exclusion and compensatory consumption; and (3) self-affirmation negatively moderates the effects of both perceived digital exclusion and perceived loss of control on compensatory consumption. Accordingly, this study clarifies that perceived loss of control serves as a key psychological mechanism linking perceived digital exclusion to compensatory consumption, and reveals the buffering effect of self-affirmation on this mechanism, thereby delineating its psychological boundaries. The findings suggest that in addressing the digital divide, tourism service providers and managers should look beyond technical access and pay greater attention to supporting the psychological needs of elderly tourists. Mitigating the negative consequences of perceived digital exclusion—by enhancing older tourists’ sense of control and providing effective non-digital alternatives—can foster positive market behavior and contribute to a more inclusive tourism environment.