In this paper we analyze how the quality of relationships among individuals affects the users’ adoption of technology. Departing from the existing literature, the theoretical model of this paper argues that users develop their beliefs toward a new technology on the basis of the quality of their relationship with peers, supervisor and the organization as a whole. We examine the effect of these variables through a quantitative analysis of a dataset collected on 109 call center operators organized in teams. General Linear Model results confirm the significant impact of the described variables on beliefs about technology. In particular, results point out that perceived usefulness is positively related to the quality of the relationship between individuals and team leaders, and individuals and the organization; while, ease of use is positively influenced by user-organization and user-team relationships.