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I think you've got two problems: First, the AP doesn't hang together as cohesively as it should. The first four books rely on the PCs caring about the fate of Sandpoint: The town is constantly under threat, and the PCs only need to react to the Big Bad's attacks. In book five, however, once the threat of the Scribbler is dealt with the AP expects the PCs to get proactive. If your PCs are mercenaries or haven't developed a personal enmity for Karzoug by that point, you'll have trouble getting them to do the legwork required to take the fight to Xin Shalast.
As early as Book 2, I'd have the Pathfinder Society take an interest in the PCs: Venture Captain Shelia Heidmarch should reach out to the newfound Heroes of Sandpoint regarding the Catacombs of Wrath and any of the Thassilonian relics or lore they've recovered. At some point, possibly after uncovering the Thassilonian Library in book 4, if the PCs have been upfront about their discoveries she should either offer them membership into the Society or negotiate with them to arrange access for the Society to the Library. Lady Heidmarch, given access to the Thassilonian lore, is probably in a unique position to use her connections with the nobility of Magnimmar to persuade the Lord Mayor that Karzoug is an eminent threat to all of Varisia. At that point, Magnimmar should be willing to convene a war council and bankroll a fact-finding mission to Rimeskull. A new PC could be introduced as a Pathfinder Society expert at any point in this process.
The second problem is that your players seem to expect you to provide them with motivation for their characters to adventure. How about this: They're adventurers. Failing any personal investment, the characters should always find loot to be compelling. Here's a section from my "house rules" handout I give to new players:
Motivation Your characters are unique, as are their backstories and goals. However, they all have one thing in common: They are all Adventurers. Adventurers put their life at risk to accumulate wealth. Whatever your character's personal goal, accumulation of wealth is a means to that end. Want to raise an army to defend your homeland? That costs money. Want revenge on someone who did you wrong? Finding them and orchestrating their demise will be expensive. Just out for new sights and experiences? Even a hedonist needs coin for meals and lodging. There are no "reluctant heroes" at the table: When the game starts, your character is already convinced that Adventuring is the best way to pursue their individual goal.