10NL TP2K gets smooth called twice - value town?

[chanchuan]

OK, I lost the hand history somehow so I have to recreate it from memory, I'm pretty sure it's quite accurate.

10NL, 6 max, full stacks, 6-handed

Hero SB ($10)
BB ($10)
UTG Villain ($10) 37/27ish after 80 hands
MP ($10)
CO ($10)
BTN ($10)

Preflop: UTG raises to $0.35, 1 fold, CO calls, BTN calls, Hero CALLS K[img]/images/graemlins/heart.gif[/img]Q[img]/images/graemlins/heart.gif[/img], BB folds.

Flop: Q[img]/images/graemlins/diamond.gif[/img] 4[img]/images/graemlins/spade.gif[/img] 7[img]/images/graemlins/heart.gif[/img] (Pot $1.5, 4 players)
Hero BETS $1.3, Villain calls, 2 fold.

Turn: 7[img]/images/graemlins/club.gif[/img] (Pot $4.1, 2 players)
Hero BETS $3, Villain calls.

River: some blank, lets say 2[img]/images/graemlins/spade.gif[/img] (Pot $10.1, 2 players)
Hero ?

We have $5.35 behind now and do I take him to value town now? I'm not sure if he calls with JJ-88 here, he might call with a weaker Q though. If I check he probably also checks weaker hands. So is it a c/f or VB?

How about the rest of the line? Check to the raiser on the flop?

Is pf raise > fold > call? I didn't want to play a 3-bet pot like this OOP, I guess I just "wanted to see the flop" but that might be a wrong approach(?)