框架效应影响下的航空收益管理决策偏差

基于前景理论,从框架效应的产生机制入手,同时结合模糊痕迹理论讨论框架效应影响下的航空机票乘客选择行为,分析不同框架对消费者心理效用的影响,并将其融入到航空收益管理容量控制模型中,并进行定量分析.同时,针对航空公司机票产品的设计与宣传,进行在线问卷调查.结果表明:乘客在购票决策过程中由于机票呈现方式的不同(即框架效应的影响),对相同等级相同价格机票产生的偏好反转现象,也使得航空公司实施收益管理产生偏差.

Decision Biases in Airline Revenue Management under Framing Effect

Based on the prospect theory, this article started from the general mechanism of framing effect, used the fuzzy-trace theory to discuss the behavioral decision of customers with framing effect, also analyzed the influence of different frames to customers'psychological utilities, and applied the results to the capacity control model of airline revenue management, in which the biases occurred because of framing effect were studied, thus provided theoretical foundation for the improvement of airline revenue management system. Meanwhile, with online questionnaire, it verified that the customers generated preference reversals to the tickets with same level and price in the process of tickets decision making due to the different presentations of tickets, which was enlightening to the design and advertisement of airline tickets product.