I. Introduction
E-commerce is a business model that lets companies and customers buy and sell goods online. It has included some types, such as 1. mobile ecommerce (M-ecommerce), 2. Consumer-To-Consumer (C2C), 3. Business To Consumer (B2C), 4.Business-To-Business (B2B), 5.social e-commerce, and local e-commerce [1] [2]. It had studied e-commerce because the e-commerce techniques are more powerful than the techniques used in traditional commerce. Also, e-commerce brought about fundamental changes in the concept of regular trade, such as: customer as passive targets, fixed prices, different information, and sales-force driven. Also, there are many features of e-commerce, like interactivity, social technologies, customization and character traits, intensity of information, information affluence, global standards, universal reach, and in everywhere [3]. The importance of electronic commerce today lies in the fact that companies that do not investment their funds and businesses in digital channels, they quickly retreat from their competitors from other companies. So, the situation will lead to loss of their customers and will struggle for competition and will witness a significant reduction in their profit marines and revenues, and this is considered a costly line and great loss for companies [4]. The researchers worked on exploring the variables that effect the adoption of user technology in multiple fields and then evolved so that social psychologists began proposing many theories as a predictive framework to accurately analyze user behavior in adopting technology. Such as TRA, TAM, TPB, DOI, UTAUT, and others and its application in many different fields. For example, behavioral science, computer science, IT, systems engineering. TAM is considered as the useful analytical framework for exploring the user acceptance rate and making sure that the new technology is adopted. Thus, scientists and researchers aim to predict the acceptance and use intentions of consumers to predict with the high accuracy the direction of users' preferences, the direction of electronic commerce, towards of its products and towards of using it for its development [5]. UTAUT2 it represents a strong framework for the prediction that the proposed Venkatesh in 2003. It is derived from TAM and UTAUT2. It has the ability to effectively explain and analyze user acceptance behaviors in the domain technology and e-commerce. Also, this paper focused on affecting of social media on e-purchasing. Where this study focusses on Facebook application especially. Facebook is the second largest application of social media online [6]. The problem of this qualitative research is how to measure affecting usage social media on consumer behavioral and intention for using electronic commerce in Iraqi market.