保險資訊平台對消費決策之影響—以不當銷售風險控制為核心

隨著數位化時代來臨，金融服務逐漸與科技結合，以創新的姿態活躍於金融市場，保險資訊平台即是其中一例。保險資訊平台將來自各個保險機構的商品集中於單一網站，便利消費者以較低的成本蒐集較全面的市場資訊，具有協助消費決策，降低資訊不對稱並促進市場競爭的潛力。然而，國際間管制者監理報告指出保險資訊平台定位不明，部分平台業者對自身法律遵循義務欠缺正確認識；平台未揭露利益衝突來源與內容，導致消費者忽略服務隱藏成本與偏見；平台與消費者互動的過程中，資訊揭露內容不健全、揭露方式欠缺可比較性且存在誤導疑慮，篩選器運作過程扭曲消費者需求，部分銷售手段具有操縱消費者認知與行為的可能性。上述觀察凸顯了保險資訊平台創造與傳統保險銷售者類似之風險，具有管制介入必要。然而，目前我國保險資訊平台只要未辦理網路投保業務，即不必受類似於保險業務員、經紀人或代理人之監管，導致不同銷售管道上消費者所受法律保障存在差異。但由於目前保險銷售管制規範對不同銷售主體之管制標準存在不合理落差，部分規範內容無法有效解決平台銷售風險問題，因此保險資訊平台不適合直接適用既有規範，必須先將既有規範進行整合，再以此為基礎，依平台特殊性進行規範調整。本文目的為提出保險資訊平台管制建議，確保消費者在平台的輔助下可以做成符合需求的消費決策。本文論述將以國際監理報告所指出的平台銷售風險為核心，探討問題的理論背景並參考比較法處理方式與學說建議，接著檢討我國規範內容，最後提出管制建議。

關鍵字

保險資訊平台；不當銷售；利益衝突；資訊揭露；操縱

並列摘要

In this increasingly digital era, financial services have incorporated technology and digital platforms in innovative ways. An insurance information platform is an example of this trend. The Insurance information platform gathers insurance products from multiple insurance undertakings and intermediaries and helps consumers by assembling a broad range of market information at relevantly low cost. It has the potential of helping consumers make decisions, mitigating information asymmetry and stimulating market competition. However, according to the surveys from regulators worldwide, the problems of the insurance information platform can be categorized in three groups as below. First, the platforms do not make clear their role in the distribution process and give rise to some misunderstanding as to their liability. Second, the platforms do not make disclosure on the information about conflict of interest, which leads the consumers to ignore hidden costs and bias in the service. Third, the platforms do not interact well with consumers, which made the consumers ignore some crucial element in the decision-making process, and some techniques even manipulated consumers into making certain choices. These problems makes it clear that the insurance information platforms generate risks similar to those of traditional insurance distributors, making it necessary for the regulators to step in. However, the insurance information platforms which do not produce online contracting services will not be subjected to insurance distribution law in the same way as insurance agent/ brokers. This regulatory structure results in consumers on different distribution channel receiving different level of protection. Yet, because of the inconsistencies and defects of the present insurance distribution law, it is not ideal for the platform to be subjected to the law directly. A better choice is to coordinate present law and adjust the specifications according to the particularity of the platform. The purpose of this thesis is to propose a recommendation on the regulation of insurance information platform, to ensure that consumers can make appropriate decisions with the help of the platform. This thesis will focus on the mis-selling risk indicated by global regulatory reports, and discuss relevant theoretical issue. Then it will move on to search for comparison regulatory methods and do a literature review. At the end of the research, it will propose a regulatory recommendation on insurance information platforms.