With the evolution of Internet of Vehicles (IoV) and intelligent transportation systems, intelligent connected vehicles (ICV) are becoming the trend in automobile industry worldwide. Assisted by road-side infrastructure and vehicle-mounted sensors, in-vehicle infotainment (IVI) data services are gradually growing more popular with drivers and passengers. In particular, IVI data services are not only restricted to internal cabin, but also are being extended to the external environment (e.g., workplace and home). These data categories include personal demographics/bioinformatics, usage habits, travel patterns, real-time location, audio, video, etc., which in turn induce perceived risk concerns around the data privacy and security of occupants. In this paper, we collect answers from 500 valid respondents and then construct a structural equation model to investigate key factors influencing users’ attitudes and behavioral intention (BI) towards IVI data services. Therein, trust is considered to play a vital role in attitude, and is assumed to be affected by perceived security risk (PSR), perceived privacy risk (PPR), and perceived performance risk (PFR). The results show that PSR and PPR have negative effects on user trust. The data breache anxiety positively influences PPR, which explain 75% of variance. In addition, trust can directly affect attitude and BI, which explain 28.6% of variance in attitudes towards IVI data services. Respondents score higher on average for attitude (Mean = 5.762, SD = 0.89) even where perceived risks exist. BI is influenced by the factors of PSR, PFR, trust, and attitude. Through this study, we intend to reveal the relationships among the factors of perceived risk, trust, attitude, and BI towards IVI data services, then provide guidelines for vehicular data governance in order to consolidate user trust for a safer mobility ecosystem.