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Introduction Digital agricultural technology service has the characteristics of high efficiency, convenience and flexibility, and plays an important role in the process of Chinese agricultural digitalization, which is of great significance for realizing the modernization and intelligent development of agricultural production. Methods Based on micro-survey data of small-scale farmers in Sichuan Province, this study utilizes the OLS method and the mediation effect model to investigate the impact of digital agricultural technology services on farmers’ willingness to adopt digital production technologies and its underlying mechanisms. Results The results indicate that digital agricultural technology services effectively enhance farmers’ willingness to adopt digital production technologies, especially among those engaged in cooperative. Further analysis of mechanisms suggests that digital agricultural technology services influence farmers’ choices of household production and management methods by expanding their information channels, enhancing their cognition of digital production technologies, and facilitating access to technology. Moreover, heterogeneous analysis reveals significant differences in the willingness of farmers with varying levels of digital literacy to adopt digital production technologies. Digital agricultural technology services have a more pronounced impact on the willingness of highly digitally literate farmers. Discussion The findings of this paper deepen our comprehension of the operational mechanisms of digital agricultural technology services in the context of agricultural development, and advocate for policy recommendations such as enhancing the supply of digital agricultural technology services, strengthening the role of new agricultural entities, improving farmers’ digital literacy training, and enhancing policy support systems.
Gong et al. (Mon,) studied this question.