The Technology Acceptance Model (TAM) provides a framework for understanding the process through which potential innovation adopters come to accept innovations (new technologies or new products), while the Bass diffusion model provides a framework for understanding the process by which innovations diffuse through interactions with others within a social system. That is, TAM explains the individual-level innovation adoption process, while the Bass diffusion model explains the group-level innovation adoption process based on interactions between adopters and potential adopters, indicating a deep connection between the two models. This study focuses on the possibility that the two models can be linked through perceived risk, and examines how they can be integrated through perceived risk of innovation. To this end, we organized various perspectives from prior TAM research regarding the role of perceived risk, derived empirical results showing that an increase in others' innovation adoption levels reduces potential adopters' perceived risk and ultimately enhances their intention to adopt the innovation, and attempted to integrate TAM and the diffusion model based on these findings. The results of this study are significant in that they provide clues for developing an integrated model of the Technology Acceptance Model and the diffusion model.