This article discusses the influences of social benefits and functional benefits in online brand community (OBC) on customer engagement, and the moderating effect of product type. The results show that, social benefits and functional benefits will influence customer engagement positively, and the product type has significant moderating effect. For practical products, compared with social benefits, functional benefits have more positive influences on customer engagement. However, for hedonic products, compared with functional benefits, social benefits have more positive influences on OBC engagement. In the end, the research provided some implications on the management of OBC.