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Services that users adopt and subsequently utilize regularly are regarded as a continuous process that entails the possibility of dis-adoption and re-adoption. These aspects are not accounted for in the traditional Bass model. Thus, this study extends the Bass model to information system (IS)-based services by taking into account the unique nature of service adoption: the possibility of dis-adoption and re-adoption.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The proposed hypotheses were empirically tested using a longitudinal study of mobile service usage over 18 months. The longitudinal design provides a stronger position than the typical cross-sectional survey to understand the dynamics and infer causality.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results show that the inclusion of the dis-adoption and re-adoption rates in the Bass model significantly improves the explanatory power over the traditional Bass model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Consumption of services delivered through IS has exponentially increased. However, understanding on the diffusion pattern of IS-based services is limited. Our study is the first to examine the effect of dis-adoption and re-adoption together in the innovation diffusion process. The study offers significant implications for researchers and practitioners. 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