Introduction: With the rapid advancement of digital technologies in workplace environments, traditional sales practices have undergone significant transformation. Tools such as online sales platforms and customer relationship management systems have created new opportunities to enhance sales performance and operational efficiency. However, alongside these opportunities, new challenges have emerged. The use of modern technologies in the context of online sales, particularly for female vendors, is sometimes accompanied by psychological and emotional pressures, commonly referred to as “technostress.” Technostress not only affects the mental and physical well-being of vendors, but it can also negatively impact job performance, customer satisfaction, and organizational productivity. Therefore, identifying the factors contributing to technostress, understanding the mechanisms behind its emergence, and designing effective strategies to manage and reduce this phenomenon are of critical importance. The present study aims to design a comprehensive model for managing technostress in the online sales process of female vendors. Drawing on qualitative data and an in-depth analysis of vendors’ experiences, this model seeks to identify the various dimensions of technostress and offer practical solutions to address it effectively.

Methods: This study is methodologically classified as qualitative, with an exploratory approach, an interpretivist paradigm, and an applied purpose. The statistical population consists of female vendors engaged in online sales in Chaharmahal and Bakhtiari Province. A purposive sampling strategy was employed, and participants included women active in the production and distribution of cosmetic and hygiene products with more than three years of work experience who had encountered technostress in the context of online sales. Based on the principle of theoretical saturation, in-depth semi-structured interviews were conducted with 13 participants, and the final sample size was determined accordingly. Data collection was carried out in two stages: the first involved a review of the literature, and the second consisted of fieldwork through interviews. Data analysis followed the grounded theory methodology, and the coding process was conducted in three stages: open coding, axial coding, and selective coding. This allowed for the systematic extraction of concepts and categories related to the experience of technostress in online sales. To assess the reliability of the analysis, a retest method was used with the participation of two independent coders. The inter-coder agreement rate was 86%, which exceeds the acceptable threshold of 65%, thereby confirming the reliability and trustworthiness of the data.
Findings: Based on the codes derived from the interviews, a total of 116 initial codes were extracted from 13 interviews, resulting in 33 concepts. The findings of the study are presented in six categories: core conditions, causal factors, contextual factors, intervening variables, strategies, and outcomes. In the present study, according to the participants’ perspectives, cognitive and informational pressures, along with the lack of organizational support, were identified as causal variables. The core phenomenon includes physical and psychological pressure in the workplace. These pressures vary in intensity and direction under the influence of intervening variables such as psychological characteristics and job competence. Furthermore, contextual factors, including a strict organizational culture, technological features, and lifestyle, play a significant role in interaction with the intervening variables. In response to these challenges, strategies such as educational empowerment, customer relationship management, and stress management were proposed. The outcomes of these processes are observable and analyzable at three levels: individual, organizational, and customer-related.

Conclusion: The findings of the study revealed that technostress resulting from online sales activities, particularly among female sellers, leads to negative outcomes such as reduced individual productivity, cognitive impairments, and job inefficiency. This psychological pressure also weakens psychological bonds with the organization and colleagues and diminishes the quality of customer interactions. Therefore, effective management of technostress is essential for maintaining sellers’ mental well-being and enhancing both customer experience and overall organizational performance.