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According to the current stage of research, enterprise digital transformation is advanced and makes enterprises strongly competitive, but the current research on the specific impact of its stock market is still insufficient. Therefore, this paper specifically explores the market reaction to enterprise digital transformation, taking the digital era as the background and the enterprise market as the object of research, to explore the impact of enterprise digital transformation on its market, applying the event study method, using the least squares OLS regression model to estimate the normal rate of return, then using the market model to calculate the abnormal rate of return, and then summing up the abnormal rate to get the cumulative abnormal rate of return, and taking Shanghai Smart Home's "Three-Winged Bird" brand transformation as an example to observe the impact of its stock market. Shanghai Smart Home's "Three-Winged Bird" brand transformation is used as an example to observe its market impact and draw conclusions. Finally, it will provide help and suggestions for subsequent digital development enterprises, and it is also expected that subsequent scholars will carry out more in-depth research.
Chen et al. (Thu,) studied this question.