[目的/意义] 虚拟社区信息运动效率影响因素众多,哪些因素的作用较大是信息用户及虚拟社区管理者重点关注的问题。为提高虚拟社区信息运动效率,需要识别关键影响因素,从而提出相关对策以便在实践中应用。[方法/过程] 借鉴已有研究成果,从用户和运动情境两个视角分析影响虚拟社区信息运动效率的因素,建立虚拟社区信息运动效率影响因素模型,利用AMOS软件分析样本数据,对所提出模型进行检验。[结果/结论] 信息转出方的信息传递能力、信息接受方的信息接受意愿和信息运动情境中的信息集聚程度是影响虚拟社区信息运动效率的关键性因素。针对这些关键性的影响因素提出提高虚拟社区信息运动效率的相关对策,以便在社区信息运动的实践中加以应用。

[Purpose/significance] The factors that affect the efficiency of information in virtual community are many, and the role of which is the focus of the information users and virtual community managers. In order to improve the efficiency of information movement in virtual community, we need to identify the key influencing factors, so as to put forward the relevant countermeasures to apply in practice. [Method/process] Using the existing research results, the paper analyzes the factors affecting the efficiency of virtual community information from two perspectives:the user and the sports situation, puts forward the research hypothesis, establishes the model of the impact factor of virtual community's information efficiency, and uses the AMOS software to analyze the sample data.[Result/conclusion] Information transfer ability of information transfer party, information receiving party's information receiving intention and information gathering degree of information movement situation are the key factors affecting the efficiency of virtual community. In view of these key factors, the related strategies of information movement in virtual community are proposed to improve the information movement in the community.