Introduction: Since sensation seeking people search for new experiences, the attractive environment of internet makes this possible for them and identity can affect internet addiction through sensation seeking. The purpose of this study was to evaluate the direct and indirect effect of identity on internet addiction through sensation seeking. Method: This study was performed on 280 internet users of café nets in Kerman who were selected by multi-stage sampling method in year 2009. Data was collected using the Berzonsky identity styles inventory, Zuckerman sensation seeking questionnaire and Young internet addiction questionnaire . Structural equation modeling was used to assess the relationship between latent and measured variables in a conceptual model. Data was analyzed by SPSS 11.5. Results: The evaluated model had adequate goodness-of-fit indices. Identity latent variable affected internet addiction directly and indirectly through sensation seeking. Results indicated that identity and sensation seeking had effect on internet addiction. Also, all of the regression weights in the model were statistically significant at the level of 0.05. Conclusion: Identity affects internet addiction directly and indirectly. Results also demonstrate the effect of sensation seeking on internet addiction.