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Evaluating review helpfulness is pivotal in assessing the caliber of airline reviews, instigating lively debates in both academic and practical spheres. This study endeavors to construct a comprehensive conceptual framework grounded in signaling theory, recognizing two factors as indicators shaping the perceived helpfulness of reviews. Empirical analysis was conducted using 82,539 reviews from nine airlines on TripAdvisor. Initially, the study scrutinizes the combined impact of review sentiment and consumer rating, followed by exploring the influence of review inconsistency on review helpfulness. Our experimental results show that most variables achieved a significance of one thousandth. Additionally, we shed light on the moderating effects of several heuristic clues in the model, including text length, seat class, and region. These findings underscore those heuristic clues that collectively influence the helpfulness of reviews. The outcomes of this research can aid airlines in identifying the most helpful reviews, thereby mitigating consumer search costs and empowering reviewers to contribute more valuable insights.
Liu et al. (Fri,) studied this question.