By advancement and vogue of smart grid technologies, there is a strong attitude toward utilizing different strategies for participating in demand response (DR) programs in electricity markets. DR programs can be classified into two main categories namely incentive-based programs (IBPs) and time based rate programs (TBRPs). In this paper, an improved incentive-based DR (IBDR) model is proposed. In our proposed IBP, the concept of elasticity is improved where it depends not only on the electricity price, but also is a function of consumption hour and customer type. In this program, the incentive value which is paid to the participating consumers is not a fix value and relates to the peak intensity of each hour. The proposed IBP can participate in both of day-ahead and intra-day electricity markets. The property of considering intra-day market enables Consumers to provide maximum DR if possible. The proposed model is implemented on peak load curve of Spanish electricity market and a 200-unit residential complex. Different scenarios are considered to show effectiveness of the proposed DR model from various aspects including peak shaving as well as economic indices. (C) 2018 Elsevier Ltd. All rights reserved.