In order to effectively prevent the unsafe driving behavior of take-away riders and reduce the traffic accidents caused by take-away riders，based on the work mechanism of take-away platforms' "rush game"，combined with the theory of stress perception evaluation，a theoretical model characterising the effects of time pressure and competitive atmosphere perception on unsafe driving behavior of take-away riders was constructed from the perspective of safety attitude and exemplary norms. A reliable questionnaire was designed through literature review，and 360 valid samples were collected from take-away riders all over the country. The data reliability was analyzed by SPSS 27.0 and AMOS 24.0 data analysis software，and the theoretical model was verified by hierarchical regression analysis using Process 4.0. The results show that time pressure and competitive atmosphere perception have significant positive effects on unsafe driving behavior. Safety attitude can significantly negatively affect the unsafe driving behavior of take-away riders. Safety attitude can mediate the relationship between time pressure and unsafe driving behavior，and also mediate the relationship between competitive atmosphere perception and unsafe driving behavior. Exemplary norms can positively regulate the relationship between safety attitude and unsafe driving behavior.