Privacy of the people is becoming important due to frequent leakage of personal information from financial company, telecommunication company and portal. Leaked personal information leads to some secondary damage involving identity theft such as taking out loans or getting credit cards. By examining the influence relation of vulnerability and severity on identity theft, usefulness, social influence and herding behavior, this paper aims to analyse the effect of each variable on adoption of services. This paper will contribute to expanding the use of identity theft protection services and reduce the damage caused by identity theft.