후계(後谿), 위중(委中), 후계배위중(後谿配委中) 침자(鍼刺)가 백서(白鼠)의 신경병리성(神經病理性) 동통억제(疼痛抑制) 및 c-Fos 단백(蛋白) 발현(發顯)에 미치는 영향(影響)

정정희,윤대환,나창수,유충열,윤여충,조명래,Jung, Jung-hee,Yun, Dae-whan,Na, Chang-su,Ryu, Choong-ryul,Yun, Yeo-chung,Cho, Myung-rae 대한침구의학회 2004 대한침구의학회지 Vol.21 No.1

Objective: We have studied to know effects of acupuncture at SI3, BL40, SI3 BL40 on mechnical allodynia, cold allodynia and c-fos protein expression in a model of neuropathic pain of rat. Methods: A model of neuropathic pain was made by injuring tibial nerve and sural nerve while common peroneal nerve was maintained. after 2 weeks, we performed behavioral tests for 7 days to try out mechnical allodynia using von frey filament and cold allodynia using acetone, which are calculated by counting withdrawal response on foot. Rat brains removed and sliced on 8th days. Serial sections were immunohistochemically reacted with polyclonal c-fos antibody. The numbers of c-Fos protein immunoreactive neurons in the central gray were examined using scion image program. Results: Mechanical allodynia in the SI3, BL40, SI3 BL40 groups were diminished compared with the control group. Cold allodynia in the SI3, BL40, SI3 BL40 groups were diminished compared with the control group. c-Fos protein expression on the central gray in the SI3 group were lower than that of the control group. Conclusions: We have noticed that acupuncture at SI3, BL40, SI3 BL40 diminished mechanical allodynia and cold allodynia in a model of neuropathic pain compared with the control group. c- Fos protein expression in the central gray of that group was also decreased compared with the control group. pain control using acupunture was accumulated as time goes by. This study can be used as a basic resource on a study and a treatment of pain.

관리자와 거주자의 인식 비교를 통한 공동주택 유지관리 항목 도출에 관한 연구

정정희,김주형,서희창,김재준,Jung, Jung-Hee,Kim, Ju-Hyung,Seo, Hee-Chang,Kim, Jae-Jun 한국주거학회 2013 한국주거학회 논문집 Vol.24 No.4

Professional management of multi-family housing to maintain physical environments was essential to cope with timeworn housings as the residents share various facilities and spaces therein altogether. Therefore, this research intended to collect the key aspects and items for efficient management of multi-family housing and such data and information was obtained partly by way of conducting survey of the residents therein. This research conducted survey 3 times questionnaire with the residents (n=30) living in multi-family housings and managers (n=30) of multi-family housings. 3 times surveys that consisted of 1 open end and 2 closed end was conducted to draw objectified results and experimental analysis was made at each stage to achieve the purpose of this study. And survey period to fill in a questionnaire was Aug. 17. 2012-Sep. 05. 2012. This research revealed that maintaining safety and healthy and high quality living environment is critical in the management of multi-family housing. Accordingly, proper management manual prepared complying with the requirements of the residents in the multi-family housing management.

건측(健測) 취혈(取穴) 다종(多種) 침자법(鍼刺法)이 백서(白鼠)의 신경병리성(神經病理性) 동통(疼痛)에 미치는 영향

정정희,조명래,위통순,류충열,Jung, Jung-Hee,Cho, Myung-Rae,Wei, Tung-Sheun,Ryu, Chung-Ryeol 대한침구의학회 2007 대한침구의학회지 Vol.24 No.5

Objectives : To find effects of acupuncture, electro-acupuncture, low level He-Ne laser therapy(LLLT) at $TE_5$, $GB_{41}$ in the neuropathic pain. We made experiment on rats ligated L5 spinal nerve like general herniation of nucleus pulposus(HNP). Methods : A model of neuropathic pain was made by isolating Left 5th lumbar spinal nerve of rats. Three days after the neuropathic surgery, acupuncture and LLLT, electro-acupuncture was injected at $TE_5$, $GB_{41}$ one time a day for a week. Each group was divided two. one is opposite side performed the surgery which is right, another is left side performed the surgery. After that, the author examined the withdrawal response of neuropathic rats' legs by van Frey filament and acetone stimulation. And also the author examined c-Fos, Nociceptin and KOR-3 in the midbrain central gray of neuropathic rats. Results : As we have observed the effect of mechanical allodynia, LT-R group were diminished on 6th day compared with control group, EA-L group, EA-R group and LT-L group were diminished on 7th day compared with control group. As we have observed the effect of cold allodynia, EA-R group were diminished on 6th day, 7th day compared with control group. As we have observed the effect of activity of c-Fos in the central gray part, EA-R group and LT-R group were diminished compared with control group. As we have observed the effect of activity of Nociceptin in the central gray part, EA-R group were a little increased compared with control group but it is not reliability. As we have observed the effect of activity of KOR-3 in the central gray part, EA-R group were significantly increased compared with control group. Conclusions : We have noticed that effect of acupuncture at opposite side of sickness and powerful stimulation could be more effective, because of EA-R group have more controllable effect all test we have done on the other hand EA-L group have only effect on mechanical allodynia. This study can be used in clinical therapy for neuropathic pain. But it is not reliability that Nociceptin have effectively to control pain. Therefore We have to follow up about that.

친 환 경식 품 선택동기가 관계몰입과 고객충성도에 미치는 영향에 관한 연구

정정희 ( Jung Heui Jung ),안정석 ( Jung Suk Ahn ),안성식 ( Sung Sik Ahn ) 한국고객만족경영학회 2015 고객만족경영연구 Vol.17 No.2

일반적으로 식품 선택동기는 맛, 가격, 이용경험 등으로 이루어진 개인적인 동기요인을 일컫는 변수를 의미하지만 친환경 식품의 경우 개인적인 특성과 가치관 등의 다양한 요소들이 친환경 식품 소비에 중요한 영향을 미칠 수 있다고 볼 수 있다. 그러므로 친환경 식품을 선택하는 선택 동기를 확인하고 식품선택 동기 요인이 친환경식품에 대한 소비자의 몰입 및 충성도에 미치는 영향을 알아보는 일은 매우 의미 있는 연구라고 사료된다. 본 연구는 소비자들이 선택하는 친환경식품 선택동기의 전제가 되는 주요 변수들을 규명하고 이러한 변수들이 친환경 식품에 대한 관계몰입에 어떠한 영향을 미쳐 고객충성도에 영향을 미치는지를 살펴보았다. 연구결과를 살펴보면, 다음과 같다. 친환경식품 선택동기인 관능성, 체중관리, 친근성, 건강관리, 천연성, 편리성이 정서적 몰입에 미치는 영향관계를 살펴본 결과 관능성과 편리성은 영향을 미치지 않고 건강관리, 체중관리, 천연성, 친근성 순으로 정서적 몰입에 긍정적(+)인 영향을 미침을 알 수 있었다. 친환경식품 선택동기인 관능성, 체중관리, 친근성, 건강관리, 천연성, 편리성이 계산적 몰입에 미치는 영향관계를 살펴본 결과 관능성과 편리성은 영향을 미치지 않고 건강관리, 체중관리, 친근성, 천연성 순으로 계산적 몰입에 긍정적(+)인 영향을 미침을 알 수 있었다. 관계몰입인 정서적 몰입, 계산적 몰입이 재구매 의사에 미치는 영향관계를 살펴본 결과 정성적 몰입이 계산적 몰입 보다 재구매 의사에 더 큰 영향을 미침을 알 수 있다. 관계몰입인 정서적 몰입, 계산적 몰입이 추천의사에 미치는 영향관계를 살펴본 결과 계산적 몰입이 정서적 몰입 보다 추천 의사에 더 큰 영향을 미침을 알 수 있었다. In general, the motivation for food choice refers to the factors of personal motivations composed of flavor, price and usage experience, but in case of environment-friendly food, several factors such as individual characteristics and values can have important influence on the consumption of environment-friendly food. Therefore, this study is meaningful in the sense that it confirms the choice motivation of environment-friendly food and this food choice motivation can have influence on consumer`s commitment and loyalty toward environment-friendly food. This study has inquired about the main factors which form the premise of choice motivation for environment-friendly food chosen by the consumers. Furthermore, this study has examined how these factors can exert influence on relationship commitment to environment-friendly food, including, customer loyalty. The findings of the study are as follows: According to my findings regarding the influence on the relation between the choice motivation for environment-friendly food, such as appealability, weight control, familiarity, health care, natural character and convenience, and emotional commitment, I have drawn a conclusion that appealability and convenience don`t have influence on emotional commitment. but in the order of health care, weight control, natural character and familiarity, they have a positive (+) influence on emotional commitment. According to my findings, regarding the influence on the relation between the choice motivation for environment-friendly food, such as appealability, weight control, friendliness, health care, natural character and convenience, and calculative commitment, I have drawn the conclusion that appealability and convenience don`t have influence on the calculative commitment but in the order of health care, weight control, familiarity and natural character, they give positive (+) influence on calculative commitment. According to the findings of influence on the relation between relationship commitment, such as emotional commitment and calculative commitment, and re-visit intention, I could find that emotional commitment influences stronger than calculative commitment in terms of re-visit intention. According to the findings of influence relation between relationship commitment, such as emotional commitment and calculative commitment, and intention of recommendation, I could find that calculative commitment influences are stronger than emotional commitment, in terms of intention of recommendation.

한, 일 프로야구 관중의 팀매력성이 팀동일시, 스폰서동일시 및 팀충성도에 미치는 영향

정정희 ( Jung Hee Jung ),김용만 ( Yong Man Kim ) 한국스포츠정책과학원(구 한국스포츠개발원) 2013 체육과학연구 Vol.24 No.1

이 연구의 목적은 대한민국과 일본의 프로야구 관중을 대상으로 팀매력성, 팀동일시, 스폰서동일시, 태도적 충성도 및 행동적충성도 간의 관계를 규명하고, 대한민국과 일본의 관중에 따라 구조모형에 대한 경로계수에 차이가 있는지를 검증하는 데 있다. 표본선정은 편의표본추출법을 이용하여 총 460부(대한민국 230부, 일본 230부)의 설문지를 배포하여 이중 402부를 최종분석에 사용하였다. 설정한 연구모형에 대한 적합도 및 가설 검증을 위한 구조방정식모형분석을 하여 다음과 같은 결과를 얻었다. 첫째, 팀매력성은 팀동일시, 태도적충성도 및 행동적충성도에 모두 긍정적인 영향을 미쳤다. 둘째, 팀동일시는 스폰서동일시에 긍정적인 영향을 미쳤다. 셋째, 스폰서동일시는 태도적충성도와 행동적충성도에 유의한 영향을 미치지 않았다. 또한 대한민국과 일본의 측정모형 간의 경로계수에 대한 집단 간 비교분석 결과, 6개의 경로 중 4개의 경로에서 유의한 차이가 있었다. The aim of this study was to investigate the relationship among team attractiveness, team identification, sponsor identification, attitudinal loyalty and behavioral loyalty targeting the spectators of the professional baseball of Korea and Japan, and to verify whether there exists a difference in path-coefficient as to structural model according to the spectators of Korea and Japan. As regards sample selection, this study distributed a total of 460 copies of questionnaires [230 copies in Korea, another 230 in Japan respectively] using convenience sampling, of which this study used 402 samples for final analysis after removing 58 copies which were thought to be inappropriate for analysis. This study obtained the result as follows by doing structural equation model analysis for goodness of fit of the set model and hypothesis testing. First, team attractiveness was found to have a positive effect on team identification, attitudinal loyalty, and behavioral loyalty. Second, team identification was found to have a positive effect on sponsor identification. Third, sponsor identification was found not to have a significant effect on attitudinal loyalty and behavioral loyalty. In addition, as a result of the comparison and analysis of the path coefficient between Korea and Japan`s measurement models, it was found that there existed a significant difference in 4 paths among 6 paths.

프로농구 타이틀스폰서의 공중인식 요인과 스폰서신뢰, 브랜드태도 및 사용의도와의 관계

정정희 ( Jung Hee Jung ),김용만 ( Yong Man Kim ) 한국스포츠산업경영학회 ( 구 한국스포츠행정경영학회 ) 2012 한국스포츠산업경영학회지 Vol.17 No.2

이 연구에서는 기업의 타이틀스폰서십에 대한 소비자들의 인식이 긍정적인 마케팅 촉진활동으로 설득될 수 있는지 알아보고자 프로농구 타이틀스폰서의 공중인식요인과 스폰서신뢰, 브랜드태도 그리고 사용의도와의 관계를 실증적으로 규명하였다. 이를 위해서 프로농구 3개팀(부산KT, 인천전자랜드, 전주KCC)의 홈관중 270명을 대상으로 설문조사를 하였고, 자료는 SPSSWIN Ver. 15.0과 AMOS 7.0으로 구조방정식 모형분석을 이용하여 가설검정을 실시하였다. 그 결과 첫째, 공중인식요인 중 적합성은 스폰서신뢰에 긍정적인 영향을 미쳤으나, 순수성과 지속성은 스폰서신뢰에 긍정적인 영향을 미치지 않았다. 둘째, 공중인식요인 중 순수성과 지속성은 브랜드태도에 긍정적인 영향을 미치지 않았으나, 적합성은 브랜드태도에 긍정적인 영향을 미쳤다. 셋째, 스폰서신뢰는 사용의도에 긍정적인 영향을 미쳤다. 넷째, 브랜드태도는 사용의도에 긍정적인 영향을 미쳤다. To examine whether positive marketing activities effectively led to consumers`` recognition of corporate title sponsorship, this study performed an empirical analysis of the relationship between professional basketball public recognition factors, and consumers‘ trust of the sponsors, attitude toward brand and user intent. For this purpose, this study conducted a questionnaire survey of the 270 home spectators for 3 professional basketball teams (Busan KT, Incheon etland Elephants, Jeonju KCC), and also did the hypothesis test of the collected data using the structural equation model analysis with SPSSWIN Ver.15.0 and AMOS 7.0. As a result, first, purity and continuity among public perception factors were found not to have a positive influence on sponsor trust, but fit was found to have a positive influence on sponsor trust. Second, purity and continuity among public perception factors were found not to have a positive influence on attitude toward brand, but fit was found to have a positive influence on attitude toward brand. Third, sponsor trust was found to have a positive influence on user intention. Fourth, brand attitude was found to have a positive influence on user intention.

헌법적 차원에서 장애인 평등권 보장의 재조명

정정희(Jung, Jung-Hee) 한국법이론실무학회 2021 법률실무연구 Vol.9 No.3

인간은 누구나 인간답게 살 수 있고, 살아갈 권리를 태어나면서부터 갖는다. 우리 헌법에 모든 국민은 ‘인간의 존엄성과 가치’를 가지며(제10조 제1문), ‘인간다운 생활권’을 가진다(제34조 제1항)라고 규정하고 있다. 이러한 권리는 모든 국민이면 누릴 수 있는 권리이며, 장애인들 또한 우리 국민으로 당연히 누려야 할 권리이다. ‘유엔 세계인권선언 (Universal Declaration of Human Rights, 1948)’에서도 “모든 사람은 태어날 때부터 자유롭고, 존엄과 권리에 있어 평등하다”(제1조)1). 또한, “모든 사람은 성별, 인종, 언어, 종교, 정치적· 이념적· 문화적· 사회적 출신, 재산, 출생, 기타의 계급(지위) 등에 따른 어떠한 유형의 차별도 없이, 이 선언에 제시된 모든 권리와 자유를 보장받을 자격이 있음”(제2조)을 천명하고 있다. 2019년 말 현재 우리나라의 장애인은 전체 국민의 5%, 약 262만 명에 이르고 있다. 장애의 원인이 선천적인 경우도 있지만, 후천적 산재, 교통사고 또는 불의의 사고나 질환에 의해 발생하는 경우가 60% 이상이다. 이런 현실을 감안하면 장애는 어떤 누구도 자유로울 수 없으며, 이로부터 예외일 수 없다. 현재 우리나라의 다양한 장애인 관련 고용정책은 장애인의 근로권과 평등권에 시사하는 바가 크다. 이는 장애인들 각자의 능력에 적합한 직업생활을 통하여 인간다운 생활을 영위할 수 있으며 나아가 당연히 인간의 존엄과 가치를 보장하는 것이 헌법의 이념적 출발점이자 핵심적 가치이다. 장애인의 능력에 맞는 직업을 갖는다는 것은 물질적인 자립을 추구하는 것뿐만 아니라 사회통합을 통한 자아실현을 할 수 있다는 점에서 그 의의가 크다. 하지만 장애인은 장애라는 열악한 특성으로 인해 유형ㆍ무형의 사회적 편견과 낙인에서 자유롭지 못하고 이로 인해 능력과 소질에 적합한 직업을 구하는 것이 현실적 벽에 부딪친다. 또한, 장애인들은 노동 시장 원리가 작동하는 시장의 특성으로 그들 스스로 자유롭게 고용의 장을 획득함에 상당한 제약이 따른다. 헌법 제32조의 근로권(일할 권리) 규정을 보장하기 위해서는 국가는 사회적·경제적으로 장애인들에 대한 생존을 위한 수단으로 경제적 기초를 확보하는 법적 조치가 필요하다. 이에 기인하여 제정된 법률이 「장애인고용촉진 및 직업재활법 제28조 제1항(이하 “장애인 고용법”」칭함)이다. 본 장애인고용법제는 장애인 고용위기에 대응을 위하여 의무적으로 고용해야 하는 고용할당제와 비장애인과의 각종 사회적 차별을 금지하는 차별금지제로 대별된다. 고용할당제는 장애인 고용법(1990년)의 제정과 도입 이후 가시적인 양적 성장을 하여 왔으나, 경증위주, 대기업 고용률 저조 등의 문제점이 있었다. 아울러 「장애인차별금지법」(2007년)이 제정되면서 현재 사회통합을 위해 고용할당제와 차별금지제가 서로 상존하고 있다. 장애인의 고용차별을 금지하는 현행 헌법 제11조에서 평등권과 어떠한 형태로도 차별배제를 규정하고 개별법으로 「근로기준법」에서 포괄적인 균등대우 규정을, 「장애인고용법」에서 장애인이라는 이유로 인사 관리상 불이익한 차별처우 금지를 두고 있다. 이와 달리 장애를 이유로 하는 차별을 배제하는 「장애인차별금지법」을 별도로 두고 있는 법구조이다. 따라서 본 연구에서는 장애인차별금지제가 시행되고 10여 년이 경과한 오늘의 현실에서 장애인고용법제의 우리 체질에 맞는 개선 방향을 논의하고자 한다. 고용 할당제와 차별금지법제의 운용상의 문제점을 검토하고 선진 외국의 운용여건, 근로의 권리 등을 고찰하고자 한다. 한 걸음 더 나아가 본 연구에서는 우리 헌법상 보장된 인간으로서 장애인의 사회적 평등권을 실효적으로 보장함은 물론 개선방안을 제시하고자 함에 목적을 둔다. Every human being can live like a human being, and he has the right to live from birth. Article 10, first sentence of our Constitution stipulates that all citizens have ‘dignity and value as a human being’ and ‘the right to lead a life worthy of human being’ (Article 34 (1)). These rights are the rights that all citizens can enjoy, and the disabled are also the right to be enjoyed as Korean citizens. In the Universal Declaration of Human Rights (1948), “All persons are born free and equal in dignity and rights” (Article 1). Furthermore, “Everyone shall have all the rights and freedoms set forth in this Declaration, without discrimination of any kind on the basis of sex, race, language, religion, political, ideological, cultural or social origin, property, birth or any other class (status), etc. is entitled to be guaranteed” (Article 2). As of the end of 2019, the number of disabled people in Korea is 5% of the total population, or about 2.62 million. Although there are cases where the cause of disability is congenital, more than 60% of cases are caused by acquired industrial accidents, traffic accidents, or unexpected accidents or diseases. Considering this reality, no one can be free from disability and cannot be excluded from it. Currently, various employment policies related to the disabled in Korea have significant implications for the right to work and equality of persons with disabilities. This is the ideological starting point and core value of the Constitution to ensure that people with disabilities can lead a humane life through a professional life that is appropriate for their individual abilities and, of course, guarantee the dignity and value of human beings. Having a job that matches the abilities of the disabled is significant in that it not only pursues material independence but also enables self-realization through social integration. However, the disabled are not free from tangible and intangible social prejudices and stigma due to the poor characteristics of disability, and as a result, they face a realistic barrier to finding a job suitable for their abilities and aptitudes. In addition, due to the characteristics of the market in which the labor market principle operates, persons with disabilities are subject to considerable restrictions in freely obtaining a place of employment on their own. In order to ensure the provision of the right to work (the right to work) in Article 32 Paragraph 1 of the Constitution, the state needs legal measures to secure the economic foundation as a means for social and economic survival of the disabled. As a result, the law enacted is the “Article 28 Paragraph 1 of the Employment Promotion and Vocational Rehabilitation Act for the Disabled (hereinafter referred to as the “Employment Act for the Disabled”). The employment law system for the disabled is broadly divided into the employment quota system, which requires mandatory employment in order to respond to the employment crisis of the disabled, and the anti-discrimination system, which prohibits various social discrimination against non-disabled people. The employment quota system has achieved tangible quantitative growth since the enactment and introduction of the Employment of Persons with Disabilities Act in 1990. In addition, as the 「Act on the Prohibition of Discrimination against Persons with Disabilities and Remedies for Rights, Etc.」(hereinafter referred to as the “Act on the Prevention of Discrimination against Persons with Disabilities”) was enacted in 2007, the employment quota system and the anti-discrimination system coexist for social integration. Article 11 of the current Constitution, which prohibits discrimination in employment of persons with disabilities, stipulates the right to equality and the exclusion of discrimination in any form. There is a ban on unfavorable discrimination. Separately, there is the “Disability Discrimination Act,” which prohibits discrimination on the basis of disability.

초등학생의 교우관계 및 학교생활만족도 향상을 위한 또래칭찬프로그램 개발

정정희 ( Jung Hee Jung ),유형근 ( Hyeong Keun Yu ),신효선 ( Hyo Sun Shin ) 한국아동교육학회 2008 아동교육 Vol.17 No.4

상업스포츠센터 종사원의 내부커뮤니케이션, 스포츠센터관여도, 조직동일시, 고객지향성 및 관계지속의도와의 관계

정정희 ( Jung Hee Jung ) 한국스포츠정책과학원(구 한국스포츠개발원) 2014 체육과학연구 Vol.25 No.3

이 연구의 목적은 스포츠센터 종사원의 내부커뮤니케이션, 스포츠센터관여도, 조직동일시, 고객지향성 및 관계지속의도와의 관계를 실증적으로 분석하는 것이다. 이를 위해 수도권지역의 상업스포츠센터 10개소에 근무하는 남녀 종사원 195명을 대상으로 하였다. 표집방법은 편의표본추출법과 설문지작성은 자기기입식으로 하였다. 자료처리는 SPSSWIN Ver. 21.0과 AMOS 18.0을 활용하였다. 그 결과 첫째, 내부커뮤니케이션은 조직동일시에 긍정적인 영향을 미쳤다. 둘째, 스포츠센터관여도는 조직동일시에 긍정적인 영향을 미쳤다. 셋째, 조직동일시는 고객지향성에 긍정적인 영향을 미쳤다. 넷째, 고객지향성은 관계지속의도에 긍정적인 영향을 미쳤다. 다섯째, 내부커뮤니케이션은 관계지속의도에 긍정적인 영향을 미치지 않았다. 여섯째, 스포츠센터관여도는 관계지속의도에 긍정적인 영향을 미치지 않았다. KThis study aims to positively analyze relationship between internal communication, involvement, organizational identification, customer orientation, and relation continuity intention of workers at commercial sports center. For this end, we have conducted survey for 195 workers working at 10 commercial sports centers in the metropolitan area. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. As a result, internal communication has positive influence on the organizational identification at first. Second, involvement has positive influence on the organizational identification as well. Third, organizational identification has positive influence on the customer orientation. Fourth, customer orientation has positive influence on the relation continuity intention. Fifth, internal communication has no positive influence on the relation continuity intention. Sixth, involvement has no positive influence on the relation continuity intention.

친환경식품 선택 동기가 지각된 가치, 소비자 태도, 고객충성도에 미치는 영향에 관한 연구

정정희(Jung-heui Jung),이수범(Soo-bum Lee) 한국관광연구학회 2016 관광연구저널 Vol.30 No.1

The recent food incidents are where concerns about major threats to the quality of food and safety of food have spawned surging interest in organic foods as a safer and healthier alternative to other foods. Although demand for organic products is growing, some consumers still wince to purchase organic foods on account of a limitation of knowledge and awareness towards those products. However, many consumers are motivated to buy organic food for its perceived health and safety benefits. This study is to assess the motives of organic food choice motive and their effects on perceived value, consumer attitude, and customer loyalty. To do that, we surveyed 352 adults who are mostly married and resided in Seoul and metropolitan area. We considered the food choice motives as six factors as sensory properties, familiarity, health management, weight control, natural character, and convenience. We also specified three segments of perceived value as functional value, emotional value, and social value. The consequences of this research is presented as follows: First, health management has the most positive effect on perceived value and other food choice motives such as weight control, natural character, sensory properties, and convenience also affect perceived value. Second, emotional value positively affects consumer attitude, perceived attitude, and behavioral attitude in order of importance.. Third, when it comes to the effects of consumer attitude on customer loyalty, the consumer attitude such as emotional attitude, perceived attitude, and behavioral attitude influence affirmatively customer loyalty.