In Taiwan, thousands of stray dogs are homeless and causing social and environmental problems. In order to effectively raise the awareness of rescuing and adopting activities for stray dogs in Taiwan, this study intends to investigate roles played by prosocial behavior and social media affordances on the values co-created and the intentions of subscription and examines by empirical study to deploy survey on the social media platforms included Facebook fan page, Instagram, and Line application (N=300). Using structural modeling, results reveal that prosocial behavior and social media affordances have significant influence on value co-creation and positively associated to the intention of subscription. Users would participate in the social campaigns and recommend others to take part through the usage of social media on behalf of the social welfare communities. Furthermore, users would proactively engage in interactions with others and information sharing. This study contributes on getting more knowledge about how the role played by co-creation value mediates general crowds and users to engage in the rescuing and adopting activities through the usage of social media. However, the specific users who are not paying attention to the issues of animal protection should be mediated by others to activate prosocial behavior and thus participate in the campaigns and increase the awareness for stray dogs.

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