Abstract: It has become an important measure for many communities to promote users to share knowledge by setting up virtual community incentives. The issue of the impact of community rewards on knowledge sharing has won widespread attention and research, but its effects have been controversial. This paper divides knowledge into two types: implicit knowledge and explicit knowledge, and discusses the relative influence of virtual community rewards on the two types of knowledge sharing behaviors. And the paper further analysis the mechanism of virtual community rewards on tacit knowledge sharing. The study finds that: virtual community rewards can significantly promote the explicit knowledge sharing of users, however, there is an inverted U-shaped curve relationship with the users' tacit knowledge sharing; pleasure and self-efficacy play complete mediation between virtual community rewards and tacit knowledge sharing. This research conclusions not only deepens the understanding of the controversial effects of virtual community rewards on knowledge sharing, but also points out the mechanism of virtual community rewards on tacit knowledge sharing. It is practically meaningful for the community to rationally design virtual community rewards to promote users’ knowledge sharing.