5/10 NL live river check raise

[chief_]

game is live 6 handed
villain falls under the loose weak player category but seems to have a decent understanding of some of the fundamentals, including "big hands for big pots."

we've played together for 9 hours and i showed him two bluffs, both times he had medium strength hands on scary boards and i pushed him off them


1175 in front, villain covers

preflop
I have [?,?]

folds to villain in the CO, he opens for 40, i call from the BB.

flop
J[img]/images/graemlins/diamond.gif[/img] 6[img]/images/graemlins/spade.gif[/img] 3[img]/images/graemlins/heart.gif[/img]

I lead 60, he calls

turn
5[img]/images/graemlins/heart.gif[/img]

I check, he checks

river
A[img]/images/graemlins/heart.gif[/img]

I check and i tell him verbally "keep it small and friendly," he leads 200, I check raise all in for roughly 875 more

He often leads the river in spots like this not knowing whether he is leading for value or bluffing, and he doesnt call down light at all.

All that said, help me settle a debate between a friend of mine and myself: do you like this play more as a bluff or for value given game conditions? if you like it more for value, what is the worst hand you'd like to show up with in this spot vs villain that he's calling you down with?