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Many businesses are faced with liquidity problems for various reasons. This is especially true for small businesses, since most must operate with fewer sources of both short and long term financing than larger firms. Where less financing is available, more assets must be held in liquid form to meet daily transactions and emergency requirements. Larger firms, that have better access to both the money and capital markets, can afford to hold fewer current assets and meet cash requirements just as quickly and efficiently through borrowing.

Many studies have compared various characteristics of large and small business firms. For example, recent studies have documented the “small firm effect”. These articles have indicated a tendency for small companies to exhibit greater risk‐adjusted stock returns than large companies. Other research has focused on comparing the financial aspects of small and large firms. These previous studies found a positive relationship between size and liquidity as measured by the current and quick ratios. Little, however, has been written in recent years that compares the liquidity characteristics of small and large firms.

This study investigates the key factors that influence customer satisfaction when interacting with augmented reality shopping assistance applications (ARSAPs). ARSAPs grant consumers the capability to experience products in a virtually simulated user environment before product acquisition. With the development of mobile e-commerce due to breakthroughs in smartphone and augmented reality (AR) technologies, there is an increasing potential for these emergent AR mobile services, yet there is a need for further improvement.

This study initially explored the key satisfaction factors for ARSAPs by utilizing topic modeling of a collection of actual user reviews. These factors are subsequently revisited and complemented by existing literature, and finally verified through logistic regression analysis supported by sentiment analysis.

This study identified the key factors that influence customer satisfaction with ARSAPs, including visuality, sense of reality, credibility, format, completeness, understandability, relevance, flexibility, response time, reliability, availability, ease of use and privacy. In particular, two additional factors (i.e. visuality and sense of reality) were newly identified as important in the context of AR, despite their previous omissions in existing literature.

This study is the first to investigate the key factors that influence customer satisfaction with ARSAPs from users' perspectives, utilizing topic modeling of a large amount of real-world data on actual user feedback. By identifying new factors (i.e. visuality and sense of reality) that were not identified in previous literature, this study provides important academic implications for a broader understanding of AR and related technologies that are essential elements of the metaverse. This study also provides valuable insights for developers and companies in the e-commerce industry on how to optimize AR applications and develop more targeted and effective marketing strategies in this field.