An image forming apparatus that forms images, while continuously conveying, a long flexible recording medium in a constant conveyance direction on a conveyance path, the image forming apparatus comprising: a belt conveyance mechanism that is disposed on the conveyance path and is configured by an endless belt wound between at least two rollers; and an image forming unit that conducts image forming on the long flexible recording medium being conveyed in a state where the long flexible recording medium is flatly disposed on the endless belt of the belt conveyance mechanism disposed on the conveyance path.