The rapid growth of mobile applications and the associated increased dependency on digital identity raises the growing risk of identity theft and related fraud. Hence, protecting identity in a mobile environment is a problem. This study develops a model that examines the role of identity protection self-efficacy in increasing users’ motivation intentions to achieve actual mobile identity protection. Our research found that self-efficacy significantly affects the relationship between users’ perceived threat appraisal and their motivational intentions for identity protection. The relation between mobile users’ protection, motivational intentions, and actual mobile identity protection actions was also found to be significant. Additionally, the findings revealed the considerable impact of awareness in fully mediating between self-efficacy and actual identity protection. The model and its hypotheses are empirically tested through a survey of 383 mobile users, and the findings are validated through a panel of experts, thus confirming the impact of self-efficacy on an individual’s identity protection in the mobile context
