Well it seems that the river made his hand. So his range could look like: 9 combos of KJ, 6 combos of JJ, and 16 combos of Q10. I exclude AA, KK, 66, 22, K6, A6, and AJ here because he is likely to continue betting the turn with any of these hands.
You lose to approximately 71% of his range, so you need about 3.5:1 on your money to call. You're getting slightly worse.
Folding isn't bad. Call if he's known to bluff rivers like that with air or if he's aggro enough to 3bet J6 preflop.
EDIT: Sorry, it's actually 6 combos of KJ. So you only beat about 21% of his range, which is about 4:1. You're not getting 4:1, so folding is even better now that I've corrected the mistake. Still call if you can realistically put any worse hand or air in his range.