The present invention relates to a personal shopping assistant system applying radio frequency identification (RFID) technology, i.e. an RFID-enabled personal shopping assistant system. The system of the invention is comprised of a plurality of trade articles, each having an RFID tag attached thereon, at least a mobile device, each having an RIFD reader, and a commodity database, by which a custom service program with real-time personal shopping assistant ability is established. By the RFID-enabled personal shopping assistant system of the invention, a relating method can be established for enabling a service provider to successfully acquire the shopping behavior of its customers so as to proceed with a responsive promotion just in time. Moreover, a consumer can also benefit from the method, that is, a consumer is enabled to rapidly query and obtain his favor goods with respect to his personal preference among a great amount of similar goods. According to the shopping pattern established by the RFID-enabled personal shopping assistant system and method of the invention, not only the time that a consumer wasted in trying to find the goods of his favor can be reduced, but also the correlation between goods and the personal preferences of consumers can be enhanced.