If we are going to bluff this - I think I would 3 barrel it here. This current line makes no sense. What are we trying to get to fold on this river? What hand would we do this with? Bet - check - x/raise? Trips are calling you down, flushes are calling you down and certain Aces should be calling you down.
If I were the villan and I had an ace I would've called the flop bet - checked back turn - bet the river for value when checked to and hero called the raise on the end because that line makes very little sense and is repping either a flush or nothing and good players will pay for the answer to that one.