收益管理情境下旅客购票的效用度量函数研究

Utility Measuration Function of the Passenger's Purchasing Behavior in Revenue Management Situations

对顾客购买决策规则的正确认知直接决定了收益管理模型和方法的有效性。本文以民航客运为行业背景,基于前景理论的分析框架,对旅客的购票选择行为进行实证研究,探析收益管理情境下旅客的行为决策规则与效用度量方法。研究结果表明,传统的期望效用理论无法合理解释旅客的选择行为;旅客选择决策过程中的效用度量体系与前景理论的度量体系接近,对风险、收益和损失的态度与一般经济主体的态度接近;另外,旅客的风险态度水平对效用度量有较大影响,在研究旅客购票行为时,合理的设定这个风险态度水平非常重要。

The effectiveness of revenue management methods is decided by the assumption that consumers will make purchase decision in accordance vvilli the behavior rules that the sellers have presupposed.In this paper,behavior characteristics oi airline passengers is studied with prospect theory framework and Chinese empirical data in order to find out the decision ride and utility measuration method of the passenger in revenue management situations.The study shows that the traditional utility theory can not explain the passenger' s choice behavior.It verifies the consistence of the passengers' and common economic bodies' utility measuration systems of prospect theory.It also reminds the importance of the assuming passenger' s attitude to risk.