Biggest Confusion Of My Life! Help?

I'm not sure how I should look at this situation and this is the reason why I hate being in relationships and boys.
For a while now one of my guy firends has been to doing some hardcore flirting with me, people think that we're going out and it drives me crazy that I have to correct them, also because he has a girlfriend.
But like I said he always flirts, he's not the player/cheating type either.
That sounds weird though, right?
He always tells me really sweet things, holds my hand, gives me kisses on the cheek and askes for them back though on the lips and.... blah!!!
Anyway even if he's doing this for shits and giggles, I actually like him. Not becuase we're always flirting, but because he's a really sweet guy and I love his personality and he's just a really great.
I want to ask him if he's serious about his actions, but I'm afraid and like everyone else I hate rejection and again he has a girlfriend.
I don't know I'm lost, i hate boys especially when they do crap like this too...
Am I just looking into things too far?