Volume 29 Number 2, 2024

Unattended In-Home Delivery under Varying Scenarios of Technology-Enabled Anonymity

James C. Brau ^a,*, Hugo A. DeCampos ^b
*a Marriott School of Business, Brigham Young University
^b College of Business, University of Central Oklahoma

ABSTRACT

Whereas many companies have explored attended in-home delivery as one solution to challenges associated with last mile delivery, few have explored unattended in-home delivery. This paper examines consumer willingness to allow unattended in-home delivery under various scenarios of anonymity. Specifically, we study how blockchain-enabled anonymity of sellers, delivery companies, and consumers can influence consumer willingness to allow unattended in-home delivery of a nutritional product in this last mile service triad. Hypotheses build on agency theory and the potential for information asymmetry and opportunism. The analyses are based on data from 784 responses to an online survey of end-consumers who were randomly assigned to treatments in a scenario-based experiment. The results indicate that blockchain-enabled anonymity of the delivery company significantly decreases consumer willingness for unattended in-home delivery. We also find that the joint anonymity of the seller and the consumer significantly decreases the likelihood of a customer allowing unattended in-home delivery.

JEL Classification: C44, M1, L87, L91

Keywords: last mile delivery, in-home delivery, anonymity, scenario-based experiment

Cite this article: 

Brau,J.C., DeCampos, H.A., 2024, Unattended In-Home Delivery under Varying Scenarios of Technology-Enabled Anonymity, International Journal of Business, 29(2), 002. https://doi.org/10.55802/IJB.029(2).002