why do guys do this?

okay so there is a guy that my friend was trying to hook me up with bc they were friends. well for months and months he would ask me out on a date and i just would say no bc the last relationship i was in was horrible and i was so scarerd of getting hurt. he was also coming on to strong which pushed me away. we would see eachother out and it would be just like hi and nothing to much more. well here lately we started texting alot and seeing eachother and he is the sweetest guy ever. he would tell me how much he liked me and would ask me if it was a bad thing and always say he missed me when he was out of town. i started to get some feelings for him about a month ago and i told him. he all of a sudden told me that he wanted to just be friends and whatever happened would be meant to be. he said he wanted to be friends bc i told him i didn’t know what i wanted and was scarred. well a few weeks ago he kissed me after he said he wanted to be just friends? he still texted me allday everyday and wanted to hang out and always was seeing what i was doing and then all of a sudden he told me he didn’t deserve me and he was an asshole and that i deserve someone better. but the thing is that he is a great guy, one of the best guys that i know. as soon as i started to get feelings he pulled this? even after calling and texting me all the time! now he slowly has been texting me but not like the way we used to… guys HELP and let me know what you think?