In order to solve the problems such as low transmission efficiency and high network resource overhead in Internet of Vehicles (IoV) environment, a new routing algorithm based on node cognitive interaction, which is suitable for urban traffic environment, was proposed. Firstly, based on trust theory, a concept of cognitive interaction degree was proposed. Then, based on this, the vehicle nodes in IoV were classified and given with different initial values of cognitive interaction degree. Meanwhile, the influence factors such as interaction time, interaction frequency, physical distance, hops between nodes and the Time-To-Live of message were introduced, and a cognitive interaction evaluation model of vehicle nodes was constructed. The cognitive interaction degrees of vehicle nodes were calculated and updated by using the proposed model, and a neighbor node with higher cognitive interaction degree than others could be selected as relay node to forward the messages after the comparison between the nodes. Simulation results show that compared with Epidemic and Prophet routing algorithms, the proposed algorithm effectively increases the message delivery rate and reduces the message delivery delay, while significantly reducing the overhead of network resources and helping to improve the quality of message transmission in IoV environment