This study was aimed at understanding students' academic self-concept, academic help-seeking behaviors, and beliefs in counseling service effectiveness. Based on a correlational research design, a closed-ended questionnaire was administrated to 182 college students. Independent-sample t-test revealed that male students' average score was significantly higher than female students' average score in academic self-concept, help-seeking behavior, and belief in counseling effectiveness. Analysis of relationship confirmed that academic help-seeking behavior, belief in counseling service effectiveness, and academic self-concept significantly correlated each other. This study also revealed that the variance of academic self-concept and belief in counseling service effectiveness contributed to 36% of the variance in academic help-seeking behavior. Therefore, enhancement projects on academic self-concept and female students' belief in the effectiveness of counseling services should be taken as an agenda by teachers, college administrators, academic advisors, and counselors.