This study aimed to investigate the relation between help-seeking intentions and institutional factors of College Student Counseling. Using conjoint analysis, we performed a questionnaire among 400 college students. The final analysis included 331 survey responses. The result indicated that the major factors affecting the preferences of students regarding student counseling centers were the appointment system and the gender of the counselor. The college students sampled most preferred walk-in counseling. They were most reluctant to make an appointment by telephone. Regarding the counselor’s gender, the college students preferred female counselors over male counselors. Implications for promoting the use of student counseling centers among Japanese undergraduates were discussed.
