[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.