When the price gap is not significant between buying online and buying offline, 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 female greater; (3) regulatory focus moderates the relationship between reminding message and intention of buying online, i. e., reminding 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.