In recent decades the internet has changed the nature of shopping, which has supported the proliferation of e-business sites and thus traditional shopping has been shifting towards online retailing. In order to contribute to literature of e-business, this study proposes a conceptual framework to investigate how the online retailing engagement dimensions (i.e. website features, service quality, social networking sites, subjective norms, perceived risk, and self-efficacy) take effects on electronic word of mouth (eWOM) and customers purchase intentions through mediating link of consumers’ attitude towards e-tailers. Data were obtained from 286 university students in China with cross sectional questionnaire survey. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) were used to test the validity and reliability of the measurement model. Next, structural equation modeling was conducted to test the proposed hypotheses of the research model. The results indicate that all online retailing dimensions are strong predictors of consumers’ attitude towards e-tailers, while consumers’ attitude towards online retailers has significant effects on customers purchase intentions and electronic word of mouth. Finally, academic and industrial implications are also discussed.