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Studies investigating immigrants' remittance behaviours have mainly focused on the determinants and motivations to remit and more recently on the determinants of remittance channel choices. Although these two streams of literature have evolved separately, there is a need for a greater understanding about the linkages between remittance motivations and the preferences towards different characteristics of remittance channels. This paper tackles this issue by presenting an exploratory investigation of the linkages between attributes of remittance channels and personal values behind remittance behaviours. Building on means‐end chain theory and applying a laddering technique, this paper highlights how personal values of achievement, power, security, and benevolence are reflected in immigrants' preference for different attributes of remittance channels. Implications for research, policymaking, and business …