Data governance has received research attention, but its effect on public attitude has not been sufficiently explored. To analyse the attitude towards public participation in data governance in the context of a tourism platform, we conduct an empirical model that aims to understand the impact of data governance environment and participants’ cognitive ability on attitude. Taking tourism sharing platforms as an example, we collected 339 questionnaires for data analysis. Results show that data quality and website design have a positive effect on users’ attitude towards data governance through data literacy self-efficacy. Data literacy self-efficacy has a suppression effect between data quality and attitude towards data governance and has the same effect between website design and attitude towards data governance. Data quality and website design have a positive effect on users’ attitude towards data governance through platform interaction. Platform interactivity plays a mediating role between data quality and attitude towards data governance and has the same effect between website design and attitude towards data governance. Data policy has a positive effect on users’ data literacy self-efficacy but no significant effect on platform interactivity. Moreover, this study provides theoretical and practical implications that can guide the government in policy implementation and platform managers in data governance.

数据治理受到了研究的关注，但其对公众态度的影响尚未得到充分探讨。为了分析旅游平台背景下公众参与数据治理的态度，我们建立了一个实证模型，旨在了解数据治理环境和参与者认知能力对态度的影响。以旅游分享平台为例，我们收集了339份问卷进行数据分析。结果表明，数据质量和网站设计通过数据素养自我效能感对用户对数据治理的态度产生积极影响。数据素养自我效能感在数据质量与数据治理态度之间具有抑制作用，在网站设计与数据治理态度之间具有相同的作用。数据质量和网站设计通过平台交互对用户对数据治理的态度产生积极影响。平台交互性在数据质量和数据治理态度之间起着中介作用，在网站设计和数据治理态度之间具有相同的作用。数据策略对用户的数据素养自我效能有积极影响，但对平台交互性无显着影响。此外，本研究提供了理论和实践意义，可以指导政府的政策实施和平台管理者的数据治理。平台交互性在数据质量和数据治理态度之间起着中介作用，在网站设计和数据治理态度之间具有相同的作用。数据策略对用户的数据素养自我效能有积极影响，但对平台交互性无显着影响。此外，本研究提供了理论和实践意义，可以指导政府的政策实施和平台管理者的数据治理。平台交互性在数据质量和数据治理态度之间起着中介作用，在网站设计和数据治理态度之间具有相同的作用。数据策略对用户的数据素养自我效能有积极影响，但对平台交互性无显着影响。此外，本研究提供了理论和实践意义，可以指导政府的政策实施和平台管理者的数据治理。