2/4 NL 6-max: 3-barrels - standard?

[Rotating Rabbit]

Yeah so this is kind of basic I think but im not sure.

Hero is trying out a new site, so has little experience in these games. 400nl 6-max. Villian has a tonne, like 1.5k at the table, no reads and this is my first non-folding hand. Villian is unknown.

Hero is UTG with 6[img]/images/graemlins/heart.gif[/img] 7[img]/images/graemlins/heart.gif[/img]

Hero opens for 15, CO (villian) calls, BB calls.

Flop: A[img]/images/graemlins/heart.gif[/img] K[img]/images/graemlins/heart.gif[/img] 3[img]/images/graemlins/club.gif[/img] (pot 45)

BB checks, Hero bets 40, Villian calls quickly, BB folds.

Turn: 5[img]/images/graemlins/diamond.gif[/img] (pot 125)

Hero bets 100, Villian calls.

River: J[img]/images/graemlins/club.gif[/img] (pot 325) we have 260 eff. or so left

Hero bets 260 all-in

The thing is if I did have a big set or AK here villian might think I might check it to induce a bluff from hearts. However he would to believe I would think he would call 100 on turn with a draw for that to apply. Does anyone give up, or crai turn?