What hands should I expect call down this bluff?

[0evg0]

My read on the table (incl Villain) is that they are very loose preflop, but more or less weak/passive on the flop. This is a $50 Stars Tournament and the play is usually pretty decent in these tournaments.

PokerStars No-Limit Hold'em Tourney, Big Blind is t30 (8 handed) converter

Villain (t1255)
Hero (t1130)
BB (t990)
UTG (t1915)
UTG+1 (t3530)
MP1 (t2500)
MP2 (t1720)
CO (t1890)

Preflop: Hero is SB with K[img]/images/graemlins/diamond.gif[/img], J[img]/images/graemlins/club.gif[/img].
<font color="#666666">4 folds</font>, CO calls t30, Villain calls t30, Hero completes, BB checks.

Flop: (t120) T[img]/images/graemlins/club.gif[/img], 9[img]/images/graemlins/club.gif[/img], A[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(4 players)</font>
Hero checks, BB checks, CO checks, <font color="#CC3333">Villain bets t90</font>, Hero calls t90, BB folds, CO folds.

Turn: (t300) 6[img]/images/graemlins/club.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">Hero bets t90</font>, Villain calls t90.

River: (t480) 9[img]/images/graemlins/diamond.gif[/img] <font color="#0000FF">(2 players)</font>
<font color="#CC3333">Hero bets t300</font>, Villain calls t300.

Final Pot: t1080

I considered pushing on the river, but thought that might be more suspicious.

Considering he has t1040 before the river, he will have to put in almost 1/3 of his stack on this call.

Furthermore, what do you think of this play in general?