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 to_x005fwards 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．