中文摘要：

笔者提出，与普通信息相比，提醒式信息会显著提高消费者的网购意愿，但同时受到性别与调节点的调节作用。两个实验研究表明：（1）针对中国消费者，与普通信息相比，提醒式信息能显著增强消费者的网购意愿；（2）提醒式信息对消费者网购意愿的影响受到性别的调节，女性消费者受到提醒式信息的影响更显著；（3）提醒式信息对消费者网购意愿的影响受到消费者调节点的调节，防御调节点个体受到提醒式信息的影响更显著。

英文摘要：

When the price gap is not significant between buying online and buying oflline, where do consumers choose to buy, online or offline？ This article aims to explore how reminding message affects consumers＇ intention of buying online. It proposes that comparing to ordinary message, reminding message increases the consumer＇ s intention of buying online, but this effect is moderated by gender and regulatory focus. Two experiments demonstrate that （ 1 ） reminding message increases the consumers＇ online-buying intention; （2） gender moderates the relationship between reminding message and intention of buying online, i. e. , reminding message influences fe- male greater; （ 3 ） regulatory focus moderates the relationship between reminding message and intention of buying online, i. e. , remin- ding message influences prevention focused consumers greater. This research enriches literatures relating to frame effect, information persuasiveness and online shopping, as well as provided advice on designing shopping sites.