Source : Webster's Revised Unabridged Dictionary (1913)

Coyness \Coy"ness\, n.
   The quality of being coy; feigned o? bashful unwillingness to
   become familiar; reserve.

         When the kind nymph would coyness feign, And hides but
         to be found again.                       --Dryden.

   Syn: Reserve; shrinking; shyness; backwardness; modesty;
        bashfulness.

Source : WordNet®

coyness
     n : the affectation of being demure in a provocative way [syn: {demureness}]