방법 비교

	Technology Acceptance Model	Bass Diffusion Model
분야	Science Technology Studies	Science Technology Studies
계열	Latent structure	Regression model
기원 연도	1989	1969
창시자	Fred D. Davis	Frank M. Bass
유형	Latent-variable behavioural model	Nonlinear diffusion / growth model
원전	Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.	Bass, F. M. (1969). A new product growth for model consumer durables. Management Science, 15(5), 215-227.
별칭	TAM, Davis acceptance model, Technology adoption model	Bass model, New product growth model, Innovation diffusion model
관련	3	3
요약	The Technology Acceptance Model (TAM) is a theoretical model of why people accept or reject information technology, introduced by Fred Davis in 1989. Adapting the Theory of Reasoned Action, it posits that two beliefs—perceived usefulness and perceived ease of use—shape attitudes and behavioural intention toward a system, which in turn drives actual use. The constructs are measured with validated survey scales and the relations are typically estimated as a structural equation model.	The Bass diffusion model is a parsimonious mathematical model of how a new product or technology spreads through a market over time, introduced by Frank Bass in 1969. It represents adoption as the combined effect of two forces—external influence (mass media, advertising) acting on innovators and internal influence (word of mouth, imitation) acting on imitators—producing the characteristic S-shaped cumulative adoption curve from a fixed pool of eventual adopters.