Who calls this river????

[SGS]

I am playing in a 15/30 party game that is pretty good. No one is catching my attention as being overly good or aggressive, but some are too loose. Anyways to the hand. I get A,10o in the CO and open for a raise. The button and the BB come along. I have no real info on either of these players other than they defend their blinds too liberally.

Flop- Q,7,2 (rainbow)

BB checks, I bet, and they both call.

Turn- 10

Checked to me again, I check, the button bets and the BB calls. Do you proceed here??? If you do and the river comes a brick and the button bets again and the BB calls again then what do you do??? Thanks in advance.

SGS