I don't think villain has shown enough weakness to get him to fold here. He bet the pot on the flop and 2/3 pot on the turn. In my experiences, that is a person who likes his hand and will not be pushed off it easily.

You are correct that making plays like this will make it very difficult for someone without a strong hand to win a pot off you. However, I think this could be a time in which your opponent actually does have a strong hand.

I would be more likely to try this play if villain bet 3/4 on flop and 1/2 on turn.