Before the reaction occurs, you are under acidic conditions. This implies the ethanol will be protonated ahead of time.
1. Double bond abstracts proton from the protonated ethanol, which leaves a secondary carbocation behind (remember your carbocation stability rules and this will explain why the hydrogen abstracted from the protonated ethanol migrates to the primary carbon (least substituted carbon).
2. Nucleophilic attack of the carbocation by ethanol. The electrons here attack the carbocation forming a bond and positively charged oxygen. The charge on the oxygen needs to be dealt with in step 3.
3. Deprotonation of the oxygen. This can occur by several species. This reaction likely occurs in aqueous phase, so the proton could be removed by hydroxyl ions from the autoionization of water, the conjugate base of the acid used to protonate ethanol, or another ethanol (I used another ethanol in my example).
4. Final product
Edit: A large majority of the time, you will see this reaction using Sulfuric acid (H2SO4) and Ethanol. I can draw this out if you want just let me know.
This post was edited by Zpot on Nov 10 2017 07:48pm