The Dilemma and Its Solution of Rural Livestreaming Marketing from the Perspective of Social Capital

（School of Social Development，East China Normal University，Shanghai 200241，China）

Abstract：In the context of digital economy development，rural livestreaming marketing has become one of the important ways to promote rural economic and social development. From the perspective of Putnam’s social capital theory，in the process of rural livestreaming marketing，social capital based on trust，reciprocity rules，and social network is important for consumers to generate consumption behaviors；and the production and reproduction of social capital is the key to promote the sustainable development of rural livestreaming marketing. However，the current rural livestreaming marketing presents difficulties in production and reproduction of social capital：first，the lack of social capital among farmers makes it difficult to produce cooperative behaviors that are conducive to rural livestreaming marketing ；second，over-reliance on government officials and star anchors reduces the endogenous motivation of rural livestreaming marketing ；third，there is insufficient trust in the online agricultural product sales model，and it is difficult to compete with the offline agricultural product sales model ；fourth，the lack of plentiful reciprocity rules makes it difficult to attract reconsumption ；and fifth，the insufficient brand building of agricultural products makes it difficult to establish the relationship network between rural areas and consumers. The key to solve the current dilemma of rural livestreaming marketing is to activate rural social capital and explore measures that are conducive to the reproduction of rural social capital. So it is necessary to establish rural livestreaming marketing cooperative organization ，cultivate local professionals，set up the whole process of livestreaming marketing，enrich the reciprocity rules，and build agricultural products brands，so that to promote trust，reciprocity rules and the form of the relationship network between consumers and rural areas，and promote the reproduction of social capital to achieve the sustainable development of rural livestreaming marketing.

Key words：social capital；rural area；livestreaming marketing；trust；reciprocity rule