Incentive‐based demand response (IBDR) has been recognized as a powerful tool to mitigate supply–demand imbalance in electricity market. However, the complex uncertainties of consumers, including participation uncertainty and responsiveness uncertainty, have been a central challenge to implement IBDR programs. In this paper, a stochastic programming model for IBDR considering the complex uncertainties of consumers is proposed. The proposed model can effectively deals with the above two uncertainties. Besides, the model of energy storage unit (ESU) has been improved to cope with properly the deviation between total actual balancing power and required balancing power. Moreover, the model enhances the applicability of IBDR to be applicable to both curtailment IBDR programs and absorbing IBDR programs by adding dynamic parameters. The model is formulated as a bi‐level stochastic programming problem based on uncertain programming theory, and corresponding equivalent model is also given to solve the problem effectively. Finally, simulation results verify merits of the proposed model in cutting down total cost of DRA, decreasing risk cost of DRA and reducing balancing power deviation caused by uncertainty of consumers.