Previous studies on the impact of time pressure on impulsive purchase have two sides, that is, promotion or inhibition. This paper introduces two regulatory variables, transaction utility and perceived risk, and discusses the boundary conditions of the impact of time pressure on Internet impulsive purchase tendency through two experiments. Firstly, when the transaction utility is high, the increase of time pressure will lead to the improvement of Internet impulsive purchase tendency. When the transaction utility is low, the increase of time pressure will lead to the decrease of Internet impulsive purchase tendency (Experiment 1). Secondly, when people's perceived risk is low, the increase of time pressure will lead to the improvement of their online impulsive purchase tendency. When people's perceived risk is high, the increase of time pressure will reduce their online impulsive purchase tendency (Experiment 2). The research conclusion can help e-commerce enterprises further understand consumers' impulsive purchase behavior, make full use of the influence of time pressure, and formulate more flexible and effective promotion strategies.