Online brand community (OBC) has been widely recognized as one of the determinant strategies in the current relationship marketing. OBC can help enterprises successfully establish and maintain emotional bonding between consumers and brand by offering special benefits and identification (i.e., sense of belonging) to members. The purpose of this study to explore the consumer emotional bonding under the framework of “identification-engagement-attachment”. This study identifies how the antecedents, including perceived benefits and costs, affect the OBC identification, and whether the identification stimulates continuous engagement in community, as well as the relationship among the OBC engagement, brand attachment and community WOM intention. A survey-based empirical research with 328 respondents having the experience of using OBCs in China was conducted. The results of structural equation show that functional benefit, social benefit and hedonic benefit have positive effects on the level of OBC identification, while both of executive cost and cognitive cost bring about negative effects. OBC identification is substantiated to be significant effect to OBC engagement, and further engagement positively effects the brand attachment and community WOM intention. Based on the empirical results, implications discussed as they provide important guidelines regarding OBC operation and management.