sincere?, or just pulling my leg Options

[bambamboozle]

probably one of the most used topics- does he like me?
well- I've liked this guy, James, for a while now...hes a big goof and so he always kids around with me..earlier today my friends informed him that I was ticklish so now he tickled me all day- my friends couldn't stop 'teasing' us for flirting...after school he kept grabbing me and tickling me until I couldn't breathe or accidentally hurt myself...
when we got on the bus, he started saying he loved me and that I was beautiful- and he's done this before and was merely kidding- now however he insisted that he wasnt kidding and begged for me to tell him how I'd believe him- he said many things like "I've loved you for as long as I've known you- please respond...don't you have any feelings relating to this" but I just sat there and sorta let him hang, I truly couldn't, and can't, tell if he was kidding...some of my friends say he wasn't- but others also know that he can be an ass at times...if he's sincere then I'm going to feel so bad, if hes kidding- hes a jerk...I just don't know- and since he's my friend I'm scared as to how to confront him about it without it ruining our friendship or something...help?