The socialization of women consuming on sports, nowadays, enables the females chal- lenge their traditional ＂weak＂ roles when participating in sports. Whafs more, it provides a real living platform in which they can eliminate the frailness and beautify themselves. This study a- dopts the research methods of reviewing the literature, surveying by questionnaires and mathe- matical analysis, and has a comparison among the females＂ consumption concepts and behaviors of the generations before 70s, after 70s, 80s, and 90s who live in Hefei, Anhui Province. The study does find the differences： the generations after 80s or 90s would more like to release the work or life pressure or show their in--fashion, while the difference lies in that the ones after 80s have tend to be more reasonable in consumption; the ones after 70s would expect the consumption on sports become the supplementary means which bring them healthy and higher life quality; the ones before 70s, however, are more apt to get rid of the declining physical condition caused by the insufficient sporting.
Sports ＆ Science