Abstract: Promoting the cultural consumption of new citizens is of great significance for expanding domestic demand and improving the quality of urbanization. Based on the group theory, cognitive processing theory and emotional penetration model, this paper constructs a mechanism model of the impact of interpersonal relationship quality on the cultural consumption intention of new citizens, and conducts an empirical test. The results show that the identification dimension of interpersonal relationship quality has a significant positive impact on the cultural consumption intention of new citizens, and can also improve their cultural consumption intention by reducing their loneliness. The exclusion dimension of interpersonal relationship quality has a significant negative effect on the cultural consumption intention of new citizens. In addition, the influence of new citizens' loneliness on cultural consumption will also be moderated by attribution—when new citizens have a tendency of internal attribution, the negative impact of loneliness on cultural consumption will be greater. The conclusion of the study has theoretical reference significance for Chinese government departments to formulate relevant policies to expand cultural consumption and improve the quality of urbanization.