So far in the match Villian has caught me bluffing a fair bit. A few times I've CR'ed flop and ended up c/folding turns and rivers or showing stuff like mid pair + gushot at showdown. He's called me down with ATJ4 on AQT34 when both flush draws missed and I was FOS. His image of me isn't of a fish but he definitely thinks I'm over aggressive / FOS.

Am I stretching my imagination to think he can be bluffing often enough on this river? I mean its a great card for him to bluff if he doesn't have it, but also hits his range somewhat hard. Given my image and that he has seen me CR bluff quite a few flops I think he's more likely to check back his mid flush draws with nothing else on the flop because he doesn't want to get blown off them. I also think for this same reason he's likely to play his Kxxx hands this way, especially something like KQJ and KJT thinking he can induce me to spazz so they are more in his river range than usual. 

Thoughts? Sorry if this is a super standard spot, I'm new to HUPLO.