Due to the increased global reliance on information technology, and the prominence of information resources value, identity theft is a problem domain effecting millions of computer users annually. The realities of identity theft are highly visible in the global media, although empirical investigations on the topic are limited. The purpose of this study is to identify and analyze perceptions of personal information (e.g., identity) as it relates to perceived threats, mitigation, perceived risks, and intended safe information practice intentions. We propose a risk analysis model based on theoretical variables that have been researched and extensively used in both government and private sector organizations. The model is empirically tested using LISREL to perform structural equation modeling. Findings indicate support for a relationship between risk and both 1) behavioral intentions to perform safe information practices and 2) personal information asset value.