nl100 semibluff turns into straight out bluff thoughts?

[bgmula]

PokerStars No-Limit Hold'em, $1.00 BB (4 handed) Hand History Converter Tool (http://poker-tools.flopturnriver.com/Hand-Converter.php) from FlopTurnRiver.com (http://www.flopturnriver.com) (Format: FlopTurnRiver)

UTG ($192.15)
Button ($138.40)
Hero ($154.40)
BB ($112.30)

Preflop: Hero is SB with Qhttp://www.flopturnriver.com/phpBB2/images/smiles/spade.gif, Khttp://www.flopturnriver.com/phpBB2/images/smiles/spade.gif.
[color=#666666]1 fold</font>, [color=#CC3333]Button raises to $3</font>, [color=#CC3333]Hero raises to $10</font>, [color=#666666]1 fold</font>, Button calls $7.

Flop: ($21) 9http://www.flopturnriver.com/phpBB2/images/smiles/spade.gif, Jhttp://www.flopturnriver.com/phpBB2/images/smiles/club.gif, 4http://www.flopturnriver.com/phpBB2/images/smiles/spade.gif [color=#0000FF](2 players)</font>
[color=#CC3333]Hero bets $13</font>, Button calls $13.

Turn: ($47) Ahttp://www.flopturnriver.com/phpBB2/images/smiles/heart.gif [color=#0000FF](2 players)</font>
[color=#CC3333]Hero bets $32</font>, Button calls $32.

River: ($111) 2http://www.flopturnriver.com/phpBB2/images/smiles/heart.gif [color=#0000FF](2 players)</font>
[color=#CC3333]Hero bets $99.4
putting the remaining 83 of villain
thoughts?

[Jay Riall]

I would bet $11 pf and slightly more on the flop and turn. I like the double barrel but I think firing a third is spew. I don't think he folds too much after calling your bet on that turn.

[ajmargarine]

Need to know about villian, but he'll often stick around after calling that turn bet IME.

[IsaacAsimov]

I would also bet slightly more on the flop and the turn. Your flop bet isn't even 2/3 pot.
I wouldn't fire a third barrel without reads though this probably is a good spot to try for a third barrel. As played you could both be on draws. I see you folding a lot of hands here that have you beat. As said I wouldn't against an unknown.