Abstract: Self-service shopping, especially intelligent self-service shopping driven by emerging technologies, is becoming an integral part of new retailing industry. Despite of various advantages, the current operation of self-service shopping confronts big challenges in service process design and user maintenance. Therefore, to deepen the understanding of self-service shopping for the purpose of promoting the development of self-service shopping industry effectively, this paper firstly reviews the conception of self-service shopping in previous studies. Then, based on the service encounter theory, this paper summarizes the relevant domestic and foreign researches on selfservice shopping based on an integrated framework that incorporates the perspective of technology, user and service. Finally, future directions for researchers are proposed.

Key words: self-service shopping, self-service technology, technology perspective, user perspective, service perspective