The important items of subjective estimations were investigated for hearing aid users. In this study, data of subjective evaluations were gathered from 166 peoples who have used a hearing aid for more than six months. Four principal factors in the subjective evaluations were found by factor analysis. Their four factors were the factor regarding loudness and noise ([S'1]), the factor regarding nature of sound and speech ([S'2]), the factor regarding feeling of fullness of sound and speech ([S'3]), and the factor regarding feeling of wear and so on ([S'4]). The model of fuzzy measure and fuzzy integral was applied to the result in order to make a mathematical model, and fifteen fuzzy measures were evaluated. Moreover, the Shapley values of four factors by fifteen fuzzy measures were solved. As a consequence, hearing aid users attach great importance to nature of sound and speech when they select their hearing aids.