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Land transfers play a vital role in determining the level of farm machinery service and variety selection by scattered land reduction and contiguous land enhancement, which are also conducive to poverty alleviation and welfare utilization. Based on the micro-survey data of 898 kiwifruit growers in Shaanxi Province, this paper analyzed the effect of land transfers on the adoption of new varieties by propensity score matching (PSM) technology. A stepwise regression method was used to test the mediating role of land scale and the moderating role of unmanned aerial vehicles (UAVs). The results suggest the following: (1) Farmers with land transfers had a significant positive effect on the adoption of new varieties, with a 12.5% increase in the likelihood of new variety adoption. (2) The impact of land transfers on the adoption of new varieties was partially mediated through land scale. (3) The positive moderating role of UAV services was empirically emphasized. With the goal of promoting the average income and boosting farmland productivity, the improvement of the land property rights trading market, joint efforts from government and rural cooperatives, and professional and regular training are proposed to optimize land-use structures and reduce machinery service costs, thereby encouraging farmers to adopt new, improved varieties.
