Abstract
The purpose of this study is to expose what factors affect the acceptability of credit score services. In the analysis, conjoint analysis was performed based on the questionnaire survey. The survey revealed that the bounded rationality exists for individuals in the use of credit score services. The results of the conjoint analysis also revealed that scores are erased after service suspension and that opt-in consent is important. Furthermore, it was revealed that credit score services are not well recognized and that many individuals who are not aware of credit score services are resistant to them. Through this study, it was shown that further recognition is needed for credit score services to become more popular in the future. In addition, we have shown that there is a need for policies that support the limited rationality of individuals for future credit score services.
