Personal identifiable information (PII) is different from personality, and its right contains the right to live in the internet and the control of personal information. The right of PII contains personality and property interests. The rationality of PII with property characteristic is from its contractual nature when the owner of PII offers relevant PII according to some requirement, rather than from its value of transmit. In order to effectively and fully protect the right of the owner of PII, the legislation should take the gap between the owner and the user or the collector of PII into consideration to reshape the value of fairness, and should set up the content of PII right from two dimensions, including the right to know and to transmit PII.