Time pressure is one of the most commonly promotion methods in live streaming e-commerce (LSE), but can it promote consumers’ impulse buying? There is no answer, and existing research conclusions in traditional commerce context are inconsistent. Is this impact the same for different types of product and consumers with different characteristics? Existing research cannot give a good answer either. Therefore, based on the Construal Level Theory, adopting the situational questionnaire method, this study explored the impact of time pressure on impulse buying in LSE and the moderating effect of product type (search product and experience product) and consumer regulatory focus (promotion focus and prevention focus). The results show that: (1) Time pressure will promote consumers' impulsive buying. (2) For search product, the impact of time pressure will be enhanced, but the impact will be weakened for experience product. (3) For promotion-focus consumers, the impact of time pressure will be enhanced; but for prevention-focus consumers, the impact will be weakened. These empirically tested the impact of time pressure on consumers’ impulse buying in LSE, and clarified the boundary conditions of this impact. Meanwhile, these can explain the inconsistency of existing research conclusions to a certain extent, which enriches researches on LSE and gives implications for LSE merchants to utilize time pressure better.

时间压力是直播电商（LSE）最常用的促销方式之一，但它能促进消费者的冲动购买吗？没有答案，传统商业背景下的现有研究结论也不一致。对于不同类型的产品和具有不同特征的消费者来说，这种影响是否相同？现有的研究也无法给出很好的答案。因此，本研究基于解释水平理论，采用情境问卷法，探讨时间压力对LSE冲动性购买的影响以及产品类型（搜索产品和体验产品）和消费者监管焦点（促销焦点和促销焦点）的调节作用。预防重点）。研究结果表明：（1）时间压力会促进消费者的冲动购买。（2）对于搜索产品，时间压力的影响会增强，而对于体验产品，时间压力的影响会减弱。（3）对于注重促销的消费者来说，时间压力的影响会增强；但对于注重预防的消费者来说，影响会减弱。这些实证检验了伦敦证券交易所时间压力对消费者冲动购买的影响，并阐明了这种影响的边界条件。同时，这些都可以在一定程度上解释现有研究结论的不一致，丰富了LSE的研究内容，也为LSE商户更好地利用时间压力提供了启示。