By dividing the community members into interactive and non-interactive groups as high level participation and low level participation, this research explored the influence of consumers’participation level on their community identity under different product types and brand familiarity conditions in two studies. The research shows that for search products, low-level participation can result in higher community identity; for experience products, high-level participation can lead to higher community identity. Besides, in low brand familiarity condition, product type has moderating effect. However, in high brand familiarity condition, for either search products or experience products, high-level participation results in higher community identity than low-level participation. Implications for theory and practice of online brand community management are discussed.