Abstract:Taking A-share listed companies in China from 2010 to 2023 as samples, this study uses a fixed effects model to examine the impact of investors" digital attention on the conceptual hype of enterprise digital transformation. Research finds that investors" digital attention? promotes the conceptual hype of enterprise digital transformation, and this promoting effect varies depending on the characteristics of the enterprise and the manager. Investors" digital attention promotes the conceptual hype of enterprise digital transformation by exacerbating stock price volatility, inducing executive shortsightedness, and increasing reputation costs. Gold medal board secretary,? institutional investorsattention, analysts, media, and supervision from the four major audit institutions can suppress conceptual hype of enterprise digital transformation. This study provides a new perspective for understanding the micro mechanisms of interaction between investors and enterprises in the digital age, as well as policy implications for preventing the risk of conceptual hype and guiding substantive digital transformation.