The dark side of technology: examining the impact of technology overload on salespeople

The purpose of this study is to examine how technology overload (system feature, information, and communication overload) influences salespeople’s role stress (role conflict and role ambiguity), effort to use technology and performance. This research examines whether these relationships are linear or quadratic. It also examines the moderating effect of salespeople’s technology self-efficacy.

Salespeople at a national company providing services to small and medium companies were surveyed via an online instrument to measure key constructs and control variables. Over 200 usable responses resulted; structural equation model was used to analyze the data.

Results show that dimensions of technology overload had linear and/or quadratic relationships with role stress, effort to use technology and performance. Salesperson’s technology self-efficacy moderated the relationship between technology overload, effort to use the technology and performance.

The benefits from new technology are not always linear. Managers should regulate the timing of technology improvements, as well as the availability of information, communication and system features, to reduce role stress and enhance efforts to use technologies.

Drawing on the job demand and resource model, this research demonstrates that technology used as a job resource will aid the salesperson and company; however, when technology overload exists, it becomes a job demand with the potential to enhance role stress and decrease salesperson performance.