Coyness, n.
The quality of being coy; feigned o When the kind nymph would coyness feign, And hides but to be found again. Dryden.
Syn. -- Reserve; shrinking; shyness; backwardness; modesty; bashfulness.
Shades of meaning
Fernald has no entry of its own for coyness; he lists it under modesty.
Where he writes about it:
Coyness is a half encouragement, half avoidance of offered attention, and may be real or affected. — from modesty