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PurposeThe 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.Design/methodology/approachSalespeople 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.FindingsResults 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.Practical implicationsThe 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.Originality/valueDrawing 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.

Previous research demonstrates the dysfunctional consequences of high levels of role stressors (role ambiguity and role conflict) in boundary-spanning positions. These consequences include higher levels of burnout and lower levels of satisfaction and performance. Although marketing researchers have investigated external mechanisms for coping with role stressors, research to date has not investigated the inherent capability of boundary spanners to cope with role stressors. This research examines optimism as an internal characteristic that facilitates coping with role stressors in boundary-spanning positions. The research findings reveal that optimists are able to anticipate and respond proactively to stressors, resulting in less burnout and higher levels of performance and satisfaction.