Universities implement Learning Management Systems (LMSs) with the aspiration of improving educational practice. However, LMS adoption by academics within universities vary and frequently falls short of institutional aspirations. In this study, we propose an integrated and adopter--centred professional identity perspective of LMS adoption and empirically validate such a perspective at a New Zealand university where a LMS was implemented. We surveyed 204 academic staff and analysed questionnaire data using structural equation modelling. Results indicate that the adoption of the LMS was associated with professional identity. Variations in aspects of professional identity not only shaped the extent of LMS usage, but was also predictive of qualitatively different ways of using the LMS for teaching. Theoretical and practical implications are discussed based on the research findings.