Although there are many recent studies explore the antecedents of customer engagement behavior (CEB), few empirical studies have explored the mechanisms that connect these antecedents to CEB. Based on self-schema theory, this research uses experiment and investigation methods to explore the influence of the type of customer-invested resource (time vs. money) and customers' regulatory focus (promotion-focused vs. prevention-focused) on CEB and the mechanisms that underlying this process. The results of two empirical studies show that promotion-focused customers initiate more recommendation and complaint behaviors when the amount of time (vs. money) spent in the shopping experience is emphasized, whereas this effect does not exist for prevention-focused customers. A self-concept connection mediates the moderating role of regulatory focus in the relationship between types of resources and recommendation, whereas this mediating role of self-concept connection does not exist in complaint. In summary, the influence of customer-invested resources on CEB varies according to a customer's regulatory focus.