中文摘要：

收益管理的有效性在于顾客是否按照策略制定者事先假定的行为规则进行购买决策,现有收益管理研究一般以顾客的短视行为或绝对理性行为作为假设前提,本文对这两类顾客行为假设提出了质疑,以我国民航客运行业为背景,借助前景理论的分析框架,通过实证数据验证了乘客行为具有LA-DS-RE-RD（损失规避性、敏感度递减性、反射效应和参考点依赖性）的有限理性特征;同时,借助KANO模型分析技术,筛选影响乘客效用判断的关键因素,构建了乘客购买效用度量框架,研究结果表明：在收益管理环境下,乘客做出行为选择前的效用判断过程不仅参照了传统的期望效用体系,同时受到参考效用的调节.

英文摘要：

The effectiveness of revenue management methods is based on the assumption that consumers will make purchase decisions in accordance with the behavior rules the sellers have presupposed.Current revenue management models either consider customers to be myopic or to be rational.In this paper,these two views towards the consumer behavior are questioned.This paper studies the behavior characteristics of airline passengers within the prospect theory framework using Chinese empirical data.The empirical study shows that the passengers＇ purchasing behavior has bounded-rationality characteristics called LA-DS-RE-RD,ie,loss aversion,diminishing sensitivity,reflection effect and reference dependence.Furthermore,this paper uses KANO model to select the key elements that affect the passengers＇ utility judgments and constructs a purchasing utility measurement framework.The study shows that,in revenue management situations,the utility judgement process before making purchasing decisions not only refers to the traditional expected utility system but is adjusted by reference utility.