Online social network (OSN) has emerged as a virtual community platform and blogosphere (where interactions between individuals to form OSN) and becomes the innovative tool for individuals and organizations, which attract significant interest from practitioners and academicians. The study establishes a research framework to investigate the significant effect of functional fit and emotional fit on sense of belonging to the online social networks. The research suggests that OSN members’ sense of belonging including membership, influence, need fulfillment, and emotional connection have positive effect on building behaviors, which are identified as in-role building behaviors (knowledge sharing) and extra-role building behaviors (membership citizenship behavior and member coproduction behavior). Empirical results provide evidence that social influence factors as subjective norm and group norm need to be reconsidered because they do not moderate the relationship between sense of belonging and fit. For IT managers and OSN service providers, the contribution also highlights the importance of sense of belonging, understanding member’s fit to OSN features and social influence in an effort to elicit belongingness from all constituent members for the successful building behaviors in the OSN. This study illustrates how theory from the information technology and social science literature can be incorporated to gain more systematic understanding of online social network and how fit theory inspired features can improve their sustainability.

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