An image forming apparatus includes a conveying path that continues to a paper feeding unit and a paper discharge unit, a conveying mechanism that conveys a sheet along the conveying path, plural liquid ejecting heads that eject liquid onto the sheet conveyed on the conveying path, a sensor that is provided in a position between the plural liquid ejecting heads and the paper discharge unit and measures the glossiness of the sheet on which the liquid is ejected, and a control mechanism that compares the glossiness of the sheet immediately after the liquid is ejected and the glossiness measured by the sensor to calculate drying time of the liquid and controls conveying speed of the conveying mechanism to equalize conveying time for the sheet from the plural liquid ejecting heads to the paper discharge unit with the drying time.