<p>Data pricing is important for stimulating the vitality of data elements. Existing data-pricing mechanisms assume consumers have no self-awareness and ignore their heterogeneous preferences. Based on the heterogeneity of consumers, this study examines the influence of complementary and substitute products on willingness to pay (WTP), reveals the internal mechanism behind WTP, divides consumers into three types, and establishes a WTP model. A game pricing model of data service products was constructed with the aim of tripartite profit optimization, and a simulation analysis was conducted. The results show that the existence of complementary and substitute products introduces consumer heterogeneity and affects WTP. Complementary products have a positive effect on consumer WTP and increase data provider profits, while substitute products negatively impact consumer WTP and reduce data provider profits. The pricing model constructed in this study can provide a decision-making reference for enterprises to enhance their competitiveness and has important practical significance for improving the data pricing mechanism to stimulate the vitality of the data market and promote the healthy and stable development of the digital economy.</p>