《保险研究》20220703-《中国人身险产品条款的可读性变化与示范条款效应》（许闲、林陈威）

［摘   要］ 在深化金融供给侧结构性改革的背景下,银保监会启动了人身险产品条款的“标准化、简单化、通俗化”工作,旨在提高条款的可读性,帮助消费者更好地理解与选择人身险产品。但是，如何衡量保险条款的可读性目前在政产学研界尚未形成共识。本文通过设计保险条款片段成对比较阅读实验,构建了平均字频、句子平均字数与词均句法树高度3个特征作为保险条款可读性评价指标。通过分析发现，中国人身险产品条款可读性水平在2009～2019年处于稳定波动状态,在2019～2021年出现明显下降。按不同险种来看,只有年金保险条款可读性呈现略微上升的趋势，人寿保险、意外伤害保险与健康保险条款可读性均出现下降。下降的直接原因是，新标准的推出与市场竞争的加剧导致了保险条款内容的复杂化,根本原因是保险行业对于保险条款可读性的重视程度较低。进一步,我们对示范条款的可读性进行分析,发现示范条款对当前市场的产品条款的可读性提升具有积极意义,未来的示范条款推进需要大型保险公司与中外合资保险公司发挥更大的作用。最后,本文在可读性分析结果的基础上对“三化”工作提出相应的政策建议。

［关键词］人身保险；保险条款；可读性；示范条款

［作者简介］许闲，复旦大学经济学院风险管理与保险学系主任，教授，博士生导师；林陈威，复旦大学经济学院保险专业硕士研究生。

The Change of Readability of Life Insurance Policy in China and Model Clause Effect

XU Xian,LIN Chen-wei

Abstract：In the context of deepening the structural reform of the financial supply side,CBIRC launched the work of "standardization,simplification and popularization" of life insurance plan clauses,aiming to improve the readability of insurance clauses and help consumers better understand and choose life insurance products.However,the consensus of measuring the readability of insurance clauses is not formed yet among the political,industry,academic and research circles.By designing a pair comparison reading experiment of insurance clauses,this paper constructed three features as the readability evaluation index of insurance clauses,namely,average word frequency,average number of words in sentences and average syntactic tree height.We find that the readability level of Chinese life insurance clauses shows a stable fluctuation pattern from 2009 to 2019,and decreases significantly from 2019 to 2021.Among all types of insurance,only the readability of annuity insurance clauses shows a slight upward trend,and the readability of life insurance,accident insurance and health insurance clauses all has decreased.The direct reason for this decline is that the introduction of new standards and the intensification of market competition lead to the complexity of the content of insurance clauses.The fundamental reason is that the insurance industry pays less attention to the readability of insurance clauses.Further,we analyzed the readability of the model clauses proposed by the regulators and found that the model clauses had positive significance for improving the readability of product clauses in the current market.The promotion of the model clauses in future requires large insurance companies and Sino-foreign joint venture insurance companies to play a greater role.Finally,based on the readability analysis results,we offered some policy recommendations for the "standardization,simplification and popularization” work.

Key words：life insurance;insurance clauses;readability;model clauses