||Business now faces the new challenge of management of digitalized services, especially service innovation under rapid technology evolution. Management of ICT service innovation has been advocated as a new and promising research field for IS researchers. This thesis attempts to address the strategic issue of ICT service innovation in the consumer market with three essays. The first essay looks at end users' migration decision when a new generation of ICT services is introduced. W proposed four categories of factors that influence end users' platform migration intention, namely attitudinal beliefs, control beliefs, normative beliefs, and belief about the technology advancements in the new generation. Furthermore, the co-diffusion of multiple technology generations is explicitly modeled by distinguishing three types of migration situations, namely transformative, leapfrogging, and incremental. We received empirical support for our conceptual model and derive both theoretical and managerial implications. Essay two conducted a comprehensive study of the impacts of ICT service innovation on end user loyalty. Three ICT service strategies were examined from the end user perspective, namely technology leadership, service leadership, and customization control. We cross-validate our model by comparing results from the wired Internet sample with those from the mobile Internet sample. The empirical findings from our research show supports for the main effects of the strategies on switching intention and behavior and support for the interactions among them. This study contributes to the promising research field of service management and service science, particularly to the management of service innovation in the consumer market. Essay Three addresses the issue of winning back ICT disadopters when a new technology generation appears on the market. Integrating research on innovation management, attitude strength and change, and consumer win-back, we propose a re-adoption model to predict disadopters' intentions to come back. We found that perceived superiority of a new technology generation, prior usage experience, and price value are significant enablers, and their influences are moderated by the reason for disadoption. These findings have significant managerial and theoretical implications. Overall, the three studies target at contributing to the research on service science and management in general and ICT service innovation in particular.