The purpose of this study is to identify the relationship between site characteristics, relationship quality, and word of mouth in online retailing. The research findings based on the analysis of 279 questionnaires are as follows: first, all characteristics of online retailing affect positively satisfaction and security has a positive effect on satisfaction more than the others do. Second, satisfaction affects positively e-trust, e-commitment, and word of mouth. Third, trust affects positively e-commitment and e-commitment has a positive effect on word of mouth. However, e-trust does not affect positively word of mouth. Fourth, all characteristics of online retailing affect indirectly e-trust, e-commitment, and word of mouth by moderating satisfaction. Fifth, satisfaction affects indirectly e-commitment and word of mouth by moderating e-trust. Sixth, e-trust affects indirectly word of mouth by moderating e-commitment.